TNS Combines Divisions Into Digital Media Measurement Unit

Sep 27, 2007  •  Post A Comment

TNS announced plans to combine its TNS Media Intelligence and TNS Media Research businesses to form a unified organization to handle digital media measurement.
TNS said it is creating a platform for additional services that take account of the significant shift resulting from media fragmentation and growth of the Internet.
In the TV industry, for example, there is increasing demand for greater precision in measuring viewing habits of audiences watching TV advertisements, the company said.
The unit also will be focusing on online and mobile media.
TNS officials were unavailable to comment on whether the company is aiming to become a more direct competitor with the Nielsen Co., the ratings company that’s scrambling to keep up with changes in the media landscape.
Jean-Michel Portier, who had been head of TNS Media Intelligence, has been appointed to lead the new operation.
“We recognize that media measurement is the common denominator of these successful businesses and that both have major opportunities for growth and development in the face of the digital revolution that is changing the face of the media industry,” he said in a statement. “Technology in particular is driving the need for an overlap between digital content and audiences, and we can respond to this in coming years with a range of new services and capabilities.”
(Editor: Horowitz)


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