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NEW YORK Starcom USA has struck a deal with cable network Discovery HD Theater to provide clients with second-by-second data from 300,000 cable homes in Los Angeles that will gauge exactly how many households are tuned in to their commercials.
That data, which is being processed by TNS Media Research, will be used to project a national rating, and Discovery will offer a household viewership guarantee based on the information.
According to Starcom, the agreement represents the first time in almost two decades that a national TV ad buy has been based on ratings supplied by a company other than Nielsen Media Research.
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