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DIRECTV Launching Audience Measurement Service

DIRECTV has a partnership with TNS Media Research, a world leader in video audience measurement, to provide audience measurement services.

DIRECTV uses TNS Media Research's audience measurement capabilities to better understand consumer consumption of the various programming and interactive services it offers. TNS Media Research uses aggregated and anonymous clickstream data from a sample based on 250,000 DIRECTV customers to provide audience and navigation metrics on viewing and interactive activity. DIRECTV says the navigation reports allows the company to better understand its customers' use of DIRECTV interactive applications. DIRECTV customers provide consent through an opt-in process or DIRECTV only provides viewing data on an aggregated and anonymous basis.

"By working with TNS Media Research, we will be able to provide our programming partners and our advertisers with a deep understanding of our interactive services and enable them to make more well-informed and strategic decisions," said Eric Shanks, executive vice president, DIRECTV Entertainment.

TNS Media Research provides all processing and reports using TNS InfoSys. In addition to top-line reach and frequency reports, InfoSys provides minute-by-minute daypart and program tracking and program duplication, and also permits a range of comprehensive audience profiles.

"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," said George Shababb, chief operating officer, TNS Media Research. "TNS Media Research is leading the way in the development of new digital measurement services that provide critical insights about consumer viewing habits in today's rapidly changing television landscape."

For more information, check out DIRECTV and TNS Media Research Sign Agreement for Audience Measurement Service.