TNS and Rovi Link for Advanced TV Measurement

In the US, TNS Media Research has partnered with digital entertainment technology firm Rovi Corporation to develop advanced TV and set-top-box (STB) measurement solutions.

The alliance joins Rovi's clickstream technology with TNS Media Research's reporting capabilities. This will enable measurement of consumer viewing across live, recorded and on-demand TV programming, as well as consumers' use of interactive program guides (IPG).

In addition, the pair will work together to provide guide and audience measurement solutions to cable systems and advertisers, and TNS will measure the performance of advertising in Rovi IPGs in participating cable systems.

'The ability to gain granular insight into viewing behavior as a result of Return Path Data (RPD) from STBs is redefining the definition of audience measurement,' stated George Shababb, President, 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. We are looking forward to working with Rovi to develop new applications and services, including in the area of IPGs,' he added.

Web sites: www.tns-mr.com and www.rovicorp.com .