Starcom, TNS Get Closer

NEW YORK Publicis-owned Starcom USA has expanded its relationship with TNS Media Research, inking an agreement to use its DirectView service, a national audience measurement service launched in January.

Starcom first aligned with TNS in 2006 — setting a precedent in the agency community — to analyze set-top-box data in an effort to better understand the viewing habits of viewers in the digital realm.

“TNS DirectView will allow us to have a clearer perspective on consumer behaviors to better serve our clients and make sure we have an edge as the industry adapts to new ways of thinking,” said Tracey Scheppach, Starcom svp and video innovation director.

The end goal for Starcom is to more critically understand national viewing behaviors and patterns to provide insight to clients. In theory, this would lead to improved targeting and consumer engagement.

This is how the TNS audience measurement operation works: TNS Media Research will process DirectTV’s set-top-box data, which then goes through InfoSys, a media analysis and planning system. Starcom then receives the analyses of national viewing patterns. The agency’s intention is to analyze and evaluate second-by-second commercial ratings and audience behavior through both agreements with TNS.

“As the availability of STB data continues to increase, our ability to provide more quantifiable measurement of today’s fragmented media environment grows as well. Expanding our relationship with Starcom through DirectView’s national reach and in-depth insights will enable Starcom to gain a more comprehensive national picture of viewing behavior,” said George Shababb, chief operating officer, TNS.