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US
ad agencies and programmers have already
signed on to use DirecTView’s live
and time-shifted audience ratings at a second-by-second
interval to help navigate the complexities
of the digital TV landscape.
TNS
Media Research US president George Shababb
says, “With the level of granular insights
available from the DirecTView service, clients
can better understand why programmes and
commercials are watched or not, and gain
greater confidence in their marketing decision-making."
The
service provides users with a dashboard
look-and-feel, graphical reporting and flexible
end-user customisation. Features of the
service include ad occurrence data provided
by TNS Media Intelligence and top market
breakouts, as well as the ability for users
to set their own retention metrics to evaluate
commercial avoidance, creative wear-out
level and audience flow. The database enables
stable, consistent ratings for even small,
digital and HD networks.
TNS
Media Research processes DirecTV set-top
box (STB) data through InfoSys.
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