TNS Media Research, Charter Communications Cable Team for L.A. Test
NEW YORK (AdAge.com) -- Media agency Starcom took a step closer to the commercial-ratings holy grail yesterday, signing the first agency deal with TNS Media Research to gain second-by-second measurement data.
Next-day data
The information will give Starcom a first opportunity to access viewing activity across 350 TV stations in 300,000 homes served by cable operator Charter Communications in the Los Angeles market. The data will be available the following day via a system called InfoSys. The Publicis Groupe agency will have access to what is known as "slip-stream" data from digital-cable set-top boxes. Those stats allow the ad agency to look at audience flow -- a tracking of what channels viewers tune to as well as their channel-changing habits. It will also show Starcom's clients how long viewers stay put on any one channel.
Second-by-second data is coveted because it gives a level of granularity never available before and allows advertisers to see precisely how many viewers remained tuned in for the duration of a given ad. Most of the industry is still analyzing minute-by-minute data. But because most ads don't generally run longer than 30 seconds, it's been tough for advertisers to get to a precise viewing figure for their own spots. [ Full Story at AdAge.com ]
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