NEW 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."