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DIRECTV Taps TNS Media for Interactive Subscriber Info
TNS Media Research has entered an agreement with US digital television service provider DIRECTV, Inc. to launch audience measurement services that will focus on the latter's interactive subscriber households.
DIRECTV has more than 15.5 million subscribers viewing over 250 channels, and provides interactive technology to enhance viewers' use of both sports and general entertainment programming. TNS will use aggregated and anonymous clickstream data from a sample based on 250,000 of the firm's customers to provide audience and navigation metrics on viewing and interactive activity, including their use of specific interactive applications.
All processing and reports will be via the global analysis and planning system TNS InfoSys. In addition to top-line reach and frequency reports, the system provides minute-by-minute daypart and program tracking and program duplication, and also permits a range of comprehensive audience profiles.
Eric Shanks, Executive VP of DIRECTV Entertainment, says the agreement will help programming partners and advertisers with 'a deep understanding of our interactive services and enable them to make more well-informed and strategic decisions.' TNS Media Research COO George Shababb comments: 'Partnering with DIRECTV represents another key milestone in our U.S. strategy of providing advanced digital audience measurement services that will have a significant impact on our customers' bottom-line.'
DIRECTV, which is c.39% owned by News Corporation, will soon have the capacity to offer over 150 channels in HD. It is online at www.directv.com .
TNS has global television and radio audience measurement capabilities spanning 26 countries including major markets such as the UK and other countries where STB measurement services have been launched. The group's home page is at www.tns-global.com .
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