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NEWS31 January 2008

DirecTV links with TNS for TV measurement

Agency tasked with recruiting panel of 100,000 digital satellite customers

US-- DirecTV is working with TNS to build an opt-in audience measurement panel of 100,000 of its digital satellite subscribers, which will provide advertisers with second-by-second ratings for programmes and commercials.

The panel will be recruited from a customer base of more than 16.6m, and both live and time-shifted viewing will be tracked using return path data from set top boxes.

The opt-in nature of the panel means both viewing activity and demographic information will be collected from participating households, so advertisers will know who is watching as well as what's being watched.

DVR maker Tivo announced plans for a similar panel of its customers before Christmas, however with just 20,000 participating households it will be only one fifth the size of the ‘TNS DirecTView' panel.

“Our goal is to develop a panel capability that will provide important insights across our advertising platform,” said Eric Shanks, executive vice president of DirecTV Entertainment.

Tracey Scheppach, a senior vice president with media buyer Starcom, hailed the DirecTView service as “further proof that the digital evolution is fuelling a revolution” in TV audience measurement.

TNS and DirecTV started working together on audience measurement initiatives in September 2006, when TNS was tasked with collecting and analysing data on how customers use DirecTV's interactive services.

Author: Brian Tarran

Related links:

TNS merges media units for digital revolution

DirecTV taps TNS for interactive audience measures

Tivo powers up TV ratings offer with consumer panel