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Starcom Expands Agreement with TNS Media Research
Media and communications agency Starcom USA has signed an agreement with TNS media research to use its DIRECTView opt-in audience measurement panel service in the US.
In 2006 Starcom was the first to sign for TNS's < 6151>digital audience measurement service to analyse set top box (STB) data from the 320,000 Charter Communications' digital subscribers in the Los Angeles market. It also become the first media agency client for the TiVo Stop||Watch™ second-by-second ratings service last year.
Explained Starcom SVP/Video Innovation Director Tracey Scheppach: '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.'
TNS media research processes DIRECTV's STB data to enable next-day analysis through its InfoSys planning system.
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 analyse and evaluate second-by-second commercial ratings, and the behavior of national, commercial audiences.
'As the availability of STB data continues to increase, our ability to provide more quantifiable measurement of today's fragmented media environment grows as well,' added George Shababb, COO of TNS media research.
Web sites: www.starcomworldwide.com and www.tnsglobal.com .
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