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Starcom Takes TNS’ DirecTView Data

Apr 17, 2008  •  Post A Comment

Media agency Starcom USA has signed up for TNS Media Research’s new DirecTView service, which provides audience measurements based on set-top data from DirecTV subscribers.
Starcom, in 2006, was first to get TNS data on viewing from 320,000 Charter Communications digital subscribers.
“Based on our experience working with TNS and Starcom’s insights and successful activation using set-top box data, we are thrilled to expand our relationship and be the first to sign up for the TNS DirecTView service,” said Starcom Senior VP and Video Innovation Director Tracey Scheppach. “TNS DirecTView service will allow us to have a clearer perspective on consumer behaviors to better serve our clients and make sure we have an edge as the industry adapts to new ways of thinking.”
TNS media research processes DirecTV’s set-top box data and allows for next-day analysis through the InfoSys media analysis and planning system.
“As the availability of STB data continues to increase, our ability to provide more quantifiable measurement of today’s fragmented media environment grows as well,” said George Shababb, chief operating officer, TNS Media Research.

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