TNS Media Research signed an agreement with Scripps Networks to provide its new second by second digital audience measurement service. The service will leverage aggregated and anonymous set top box data coming from 300,000 Charter Communications digital subscribers in LA and will enable Scripps Networks to gain much greater insight into viewer habits and improve programming over time.
Scripps determined that the TNS Media Research data map closely to the Nielsen National People Meter data, indicating that lessons learned from the TNS data can be applied more widely. One interesting early finding: ads on Scripps Networks in mid-pod positions typically have greater retention levels than those in earlier pod positions within competitors' breaks.
