MTV Networks signed an agreement with TNS Media Research for its digital audience measurement service in LA, based on second-by-second data. The data will allow for in-depth analysis of all MTVN programming. By leveraging aggregated and anonymous set top box data coming from more than 300,000 digital subscriber households in the LA market of Charter Communications, MTV Networks can get analysis of spots within a commercial pod as well as commercial pods within a specific program. TNS processed Charter's aggregated and anonymous set top data and allows for analysis through the InfoSys media analysis and planning system.
"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 Colleen Fahey Rush, EVP/Research, MTV Networks. "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."
Nielsen Media Research is also developing audience research services based on set-top-box data.
