DIRECTV and TNS Media Research Sign Agreement for Audience Measurement Service

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DIRECTV and TNS Media Research Sign Agreement for Audience Measurement ServiceNEW YORK--(BUSINESS WIRE)--Sept. 13, 2006--DIRECTV, Inc. (NYSE: DTV), the nation's leading digital television service provider with more than 15.5 million subscribers, and TNS Media Research, a world leader in video audience measurement, have entered into an agreement to launch audience measurement services that will focus on DIRECTV interactive subscriber households.
DIRECTV is the industry leader in interactive technology that is providing customers with a distinctive viewing experience in both sports and general entertainment programming and offering advertisers an innovative and compelling way to develop and distribute advertising messages.
DIRECTV will use TNS Media Research's advanced audience measurement capabilities to better understand consumer consumption of the various programming and interactive services it offers. TNS Media Research will use aggregated and anonymous clickstream data from a sample based on 250,000 DIRECTV customers to provide audience and navigation metrics on viewing and interactive activity. Importantly, the navigation reports will allow DIRECTV to better understand its customers' use of DIRECTV interactive applications. DIRECTV respects the privacy of its customers and unless customers provide consent through an opt-in process, DIRECTV only provides viewing data on an aggregated and anonymous basis.
"By working with TNS Media Research, we will be able to provide our programming partners and our advertisers with a deep understanding of our interactive services and enable them to make more well-informed and strategic decisions," said Eric Shanks, executive vice president, DIRECTV Entertainment.
TNS Media Research will provide all processing and reports using TNS InfoSys, the most widely-used media analysis and planning system in the world. In addition to top-line reach and frequency reports, InfoSys provides minute-by-minute daypart and program tracking and program duplication, and also permits a range of comprehensive audience profiles.
"Partnering with DIRECTV represents another key milestone in our U.S. strategy of providing advanced digital audience measurement services that will have a significant impact on our customers' bottom-line," said George Shababb, chief operating officer, TNS Media Research. "TNS Media Research is leading the way in the development of new digital measurement services that provide critical insights about consumer viewing habits in today's rapidly changing television landscape."
About DIRECTV, Inc.
DIRECTV, Inc., the nation's leading satellite television service provider, presents the finest television experience available to more than 15.5 million customers through exclusive content, industry-leading customer service (which has surpassed cable for six years running) and superior technologies. Each day, DIRECTV subscribers enjoy over 250 channels of 100% digital picture and sound; exclusive programming and the most comprehensive collection of sports programming available anywhere including NFL SUNDAY TICKET(TM), and MLB EXTRA INNINGS(TM). DIRECTV (NYSE:DTV) also leads the digital television technology revolution with exclusives such as NFL SUNDAY TICKET SuperFan(TM), US Open Interactive and YES Network Interactive and will soon have the capacity to offer over 150 channels in HD. DIRECTV is approximately 39 percent owned by News Corporation. For the most up-to-date information on the Company, please visit
About TNS
TNS is a market information group. We are the world's largest custom research company and a leading provider of social and political polling. We are also a major supplier of consumer panel, TV audience measurement and media intelligence services.
TNS has global television and radio audience measurement capabilities spanning 26 countries including major markets such as the UK and other countries where STB measurement services have been launched. TNS operates a global network spanning 70 countries and employs over 13,000 people. We provide market information and measurement, together with insights and analysis, to local and multinational organizations.
We combine our specialist sector knowledge with expertise in the areas of new product development, motivational research, brand and advertising research and stakeholder management to bring our clients up-to-the minute, internationally consistent information.
We think differently to help our clients build competitive advantage, making TNS the sixth sense of business. For more information visit
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