PostTrak
| Company type | Private |
|---|---|
| Industry | Market research, Film industry |
| Founded | 2013 |
| Founder | Kevin Goetz |
Area served | United States, Canada |
Key people | Kevin Goetz (CEO of Screen Engine/ASI) |
| Products | Audience research reports for film studios |
| Parent | comScore (partial ownership), Screen Engine (partial ownership) |
PostTrak is an American company specializing in audience research for film studios.
History
Operating within the leading 20 markets throughout the U.S. and Canada, PostTrak gathers data via polling cards and digital kiosks. The service compiles reports that include demographic profiles, viewer feedback, marketing effectiveness, timing of ticket purchases, and consumers’ intentions regarding home media acquisition or rental.
Established by Kevin Goetz, CEO of Screen Engine/ASI, PostTrak was introduced in 2013 as a collaborative effort between Screen Engine and Rentrak, which supplies box office statistics to the industry. Unlike previous firms that concentrated on limited markets, PostTrak focuses on wide-release films across 20 North American markets. The platform is utilized by most major studios along with various distributors.
In 2013, The Hollywood Reporter highlighted PostTrak as a competitor to the traditionally dominant polling company CinemaScore, which had been criticized for relying on outdated techniques and small sample sizes. Whereas CinemaScore employs a letter grading system from A+ to F, PostTrak provides a positive score percentage ranging from 1 to 100 and evaluates the likelihood of audience recommendations.
Acquisitions
After Comscore acquired Rentrak in 2016, ownership of PostTrak became shared between comScore and Screen Engine.