Indiantelevision.com Team

(21 April 2008 3:00 pm)

MUMBAI: Media research company TNS media research which provides internet, TV, and radio audience measurement worldwide, has announced that Starcom USA has signed an agreement with TNS to utilise the DirecTView service.

Announced by DirecTV and TNS in January, DirecTView claims to be the largest national audience measurement service in the US.

To better understand the viewing habits of digital consumers, Starcom first entered into an agreement with TNS media research in November 2006 in a deal to analyze set-top-box (STB) data from the 320,000 Charter Communications' digital subscribers in the Los Angeles market.

Starcom senior VP/ video innovation director Tracey Scheppach says, "Based on our experience working with TNS and Starcom's insights and successful activation using set top box data we are thrilled to expand our relationship and be the first to sign up for the DirectView service.

"The DirectView service will allow us to have a clearer perspective on consumer behaviors to better serve our clients and make sure we have an edge as the industry adapts to new ways of thinking."

TNS media research processes DirecTV's STB data and allows for next-day analysis through InfoSys, the most widely used media analysis and planning system in the world. InfoSys will provide Starcom with direct access to extremely detailed data and in-depth and insightful analyses of national viewing patterns.

In addition to general viewing and programming behaviour, through the integration of TNS media intelligence ad occurrence data with DirecTV viewing data, Starcom will be able to analyze and evaluate second-by-second commercial ratings, and the behavior of national, commercial audiences.

TNS media research COO George Shababb says, "As the availability of STB data continues to increase, our ability to provide more quantifiable measurement of today's fragmented media environment grows as well.

"Expanding our relationship with Starcom through DirecTView's national reach and in-depth insights will enable Starcom to gain a more comprehensive national picture of viewing behaviour."

This announcement supports TNS media's overall strategy of bringing customers' ROI to the next level within an increasingly complex and competitive media landscape by providing advanced analytics and digital insights. With access to national viewing behavior and patterns, Starcom will enable clients to better target and connect with consumers and improve bottom-line results.