Cox signs Rentrak to measure VOD viewing on iPad

Cox Communications expanded its contract with ratings firm Rentrak to include measurement of video-on-demand viewing on Apple's (Nasdaq: AAPL) iPad, Rentrak CEO Bill Livek said Thursday on an earnings call.

The move could help Cox grow the ad revenue it generates from free VOD programs. Cox plans to launch a new version of its iPad app this summer that will also include personalized content recommendations.

"We feel great about all of our customers, and we feel great about this announcement," Livek told analysts regarding the Cox agreement.

Rentrak, which relies on data collected from cable set-tops to generate ratings reports for advertisers, networks and distributors, said consolidated revenue increased 16 percent to $28.5 million for the quarter ending March 31. It reported a net loss of $2 million (17 cents per share) for its fourth quarter of fiscal 13, an improvement compared to the net loss of $4.6 million (41 cents per share) that it posted this time last year.

Livek told analysts that Rentrak expects increased usage of cable VOD platforms to help both Rentrak and its customers. "The power of this [VOD viewing] information will help create the multibillion dollar advertising opportunity for video on demand for our clients," he added.

For more:
- see the release
- see transcript from earnings call

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