TNS Media Research will launch audience-measurement services focusing on DirecTV interactive subscriber households under terms of an agreement between the two companies.
The direct-broadcast satellite provider said it will use TNS’ advanced audience-measurement capabilities “to better understand consumer consumption of the various programming and interactive services it offers.”
The audience-measurement company said it will use aggregated and anonymous click-stream data from a sample based on 250,000 DirecTV customers to provide audience and navigation metrics on viewing and interactive activity.
“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," DirecTV Entertainment executive vice president Eric Shanks said in a prepared statement.
