Starcom to Take TNS Second-by-Second Ratings

Nov 17, 2006  •  Post A Comment

Starcom USA has signed up to receive second-by-second audience viewing data from TNS Media Research that can be used to generate commercial ratings.

Networks and ad buyers are wrestling with Nielsen to see if it can generate useful commercial ratings. TNS has said it already can generate commercial ratings based on information it gets from digital cable set-top boxes.

The information Starcom will be getting comes from 300,000 Charter cable subscribers in the Los Angeles market. Nielsen’s data comes from a national sample that includes both broadcast and cable viewers.

“The advertising industry has long called for the emergence of second-by-second viewing data,” said Chris Boothe, president and chief activation officer, Starcom USA. “We are excited that our partnership with TNS Media Research will garner a deeper understanding of viewing habits and patterns in a digital world that will enable us to provide enhanced insight to our clients.”