Rovi, which was formerly known as Macrovision, and TNS Media Research said today that they’ve joined forces to develop advanced TV and set-top box measurement tools.
The partnership joins Rovi’s clickstream technology with the reporting capabilities of TNS Media Research to develop TV viewing metrics, including consumer viewing across live, recorded and on-demand TV programming, as well as consumers’ use of interactive program guides (IPGs).
Under the terms of the agreement, TNS Media Research will measure the performance of advertising in Rovi IPGs in participating cable systems. The two companies will also work together to provide guide and audience measurement solutions to cable systems and advertisers.
“The ability to gain granular insight into viewing behavior as a result of Return Path Data (RPD) from set-top boxes is redefining the definition of audience measurement,” said George Shababb, president of TNS Media Research North America. “It’s no longer just about reach and ratings, but about gaining true insight into the habits of the audience. TNS Media Research has pioneered the use of RPD through its DirecTView and Charter Los Angeles services, and we are looking forward to working with Rovi Corp. to develop new applications and services, including in the area of IPGs.”
Financial terms of the agreement weren’t released.