News
TNS Media Research, a division of TNS Media, announced today that Starcom USA has signed an agreement with TNS to use the DirecTView service that was announced by DirecTV and TNS in January.
Starcom is the first company to sign up for the DirecTView service.
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.
"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,” said Tracey Scheppach, Starcom’s SVP and video innovation director.
TNS Media Research processes DirecTV’s STB data and allows for next-day analysis through InfoSys. InfoSys will provide Starcom with direct access to detailed data and in-depth 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, as well as the behavior of national and commercial audiences.
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Starcom first to sign up for DirecTView service
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