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NEWS27 February 2007

Sky signs TNS for TV viewing deal in New Zealand

Broadcaster commissions research panel to track subscribers' viewing habits using set top box data

TNS has signed a deal with News Corporation's Sky Television in New Zealand to track subscriber viewing habits using data taken direct from digital satellite set top boxes.

The MR agency has built a panel of households to source anonymous clickstream data, as it has done in the UK with another News Corp asset, BSkyB.

Software developed by NDS – also a News Corp company – has been downloaded onto 6,500 set top boxes in New Zealand.

Aside from tracking which TV channels people watch, the service will also measure use of interactive elements such as electronic programme guides and advertising.

It is the latest in a series of developments involving set top box data analysis, mainly coming out of the US ( see below ).

Author: Brian Tarran

Related links:

Nielsen in clickstream data deal with DirecTV

Starcom's first for Tivo's seconds

DirecTV taps TNS for interactive audiences