| MUMBAI:
MTV Networks has tied up with TNS Media Research to measure the consumer viewing
habits for MTV Networks. Based
on TNS' digital audience measurement, these advanced data will allow for in-depth
analysis of all MTV Network's programming. MTV
Networks also plans to use the data to analyze commercial pods and digital network
viewing, as well as other previously unavailable analyses. "The
granularity of TNS' second-by-second data is a valuable resource for deepening
our analyses of how today's audiences are consuming and interacting with content,"
said MTV Networks EVP research Colleen Fahey Rush. "The
data will be another important tool for us to use in how we are reinventing commercial
pods, for example, which drives value for both our audiences and marketing partners.
As we further delve into the data we are encouraged by the complete package that
TNS provides through data, application and integration with commercial activity"
added Rush. By
leveraging aggregated and anonymous set top box data coming from more than 300,000
digital subscriber households in the Los Angeles market of Charter Communications,
MTV Networks can gain further insight into viewers' habits on a second-by-second
basis, states an official release.
TNS Media Research's second-by-second capabilities enable analysis of spots within
a commercial pod within a specific program. MTV Networks will also utilise TNS
Media Research for tools that have not previously been available to programmers
and advertisers. "TNS
is forward-looking in our methods of audience measurement. We are pleased to be
working with MTV Networks as the drive to measure and understand consumer behavior
is a common thread that weaves our companies together," said TNS Media research
SVP sales and business Bud Breheney. TNS
Media Research processes Charter's aggregated and anonymous set top data and allows
for analysis through InfoSys, a widely used media analysis and planning system
in the world. InfoSys allows end-users to analyze media data in depth including
day-part and program studies, target group studies, lead in/lead out studies,
duplication analyses, minute-by-minute flow studies, commercial viewing behavior
based on second-by-second data, and competitive reports. | 
