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DirecTV, TNS join forces on audience measurement service

Thu, 01/31/2008 - 7:39am
Mike Robuck

DirecTV has hooked up with TNS Media Research to develop an audience measurement tool, which DirecTV said will be the largest national audience measurement panel ever.

TNS Media Research – a division of TNS that provides Internet, TV and radio audience measurement services worldwide – is developing the opt-in audience measurement panel with 100,000 DirecTV subscribers.

With plans to introduce the TNS DirecTView service this year, TNS Media Research will measure the total viewing – including the live and time-shifted (DVR) viewing of programs and commercials at a second-by-second interval – of 100,000 representative households within DirecTV’s national footprint.

“By working with TNS Media Research, our goal is to develop a panel capability that will provide important insights across our advertising platform,” said Eric Shanks, EVP of DirecTV. “These insights will in turn provide our advertisers and programming partners an unparalleled level of measurement accuracy and accountability when partnering with DirecTV.”

Advertisers and media agencies have clamored for better audience measurement tools in the DVR environment. Last year, cable operators, broadcasters and advertisers agreed upon “live plus three,” which allows them to count viewers who watch a show live or within 72 hours of its original appearance.

TNS Media Research established its relationship with DirecTV last year when it launched audience measurement services focused on the company’s interactive subscriber households. DirecTV, the nation’s largest satellite video provider, has been utilizing TNS Media Research’s advanced audience measurement capabilities to better understand its customers’ anonymous use of the interactive applications it offers.

More Broadband Direct:

• DirecTV, TNS join forces on audience measurement service 

• CBS signs up for TiVo’s data service 

• Consumers dazed and confused about digital TV transition 

• Comcast hires financial exec, expands voice service in Houston 

• Internet out in India, Middle East 

• Broadband Briefs for 1/31/08 

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