TNS media research announced that Starcom USA has signed to utilize the DIRECTView service. Announced by DIRECTV and TNS in January, DIRECTView is 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 data from the 320,000 Charter Communications’ digital subscribers in the LA market.
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 behavior, 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.