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NEW YORK, April 17 /PRNewswire/ — TNS media research, a division of TNS media providing internet, TV, and radio audience measurement worldwide, has announced that Starcom USA, one of the country’s foremost media and communications agencies, has signed an agreement with TNS to utilize the DIRECTView(TM) service. Announced by DIRECTV and TNS in January, DIRECTView is the largest national audience measurement service in the United States.
To better understand the viewing habits of digital consumers, Starcom first entered into an agreement with TNS media research in November 2006 in a deal to analyze set-top-box (STB) data from the 320,000 Charter Communications’ digital subscribers in the Los Angeles market.
“Based on our experience working with TNS and Starcom’s insights and successful activation using set top box data we are thrilled to expand our relationship and be the first to sign up for the DIRECTView service,” said Starcom SVP/Video Innovation Director Tracey Scheppach. “The DIRECTView service 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.”
TNS media research processes DIRECTV’s STB data and allows for next-day analysis through InfoSys, the most widely used media analysis and planning system in the world. InfoSys will provide Starcom with direct access to extremely detailed data and in-depth and insightful analyses of national viewing patterns. In addition to general viewing and programming behavior, through the integration of TNS media intelligence ad occurrence data with DIRECTV viewing data, Starcom will be able to analyze and evaluate second-by-second commercial ratings, and the behavior of national, commercial audiences.
“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,” said George Shababb, chief operating officer, TNS media research. “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.”
This announcement supports TNS media’s overall strategy of bringing customers’ ROI to the next level within an increasingly complex and competitive media landscape by providing advanced analytics and digital insights. With access to national viewing behavior and patterns, Starcom will enable clients to better target and connect with consumers and improve bottom-line results.
About Starcom USA
Starcom () is a full-service media division of Starcom MediaVest Group, which is ranked one of the largest media communications agencies in the world and encompasses an integrated network of highly specialized consumer contact companies. Consistently recognized by third-party sources as an industry powerhouse, Starcom was named Media Agency of the Year a combination of five years running (2003-2007) by respected trade publications Advertising Age and Media magazine. Starcom’s organization includes strategic marketing communication architects who are highly specialized in media management, response media, internet and digital communications, as well as multicultural, entertainment, sports sponsorship and event marketing and media. With over 900 employees and over $8 billion in billings in the U.S. alone, Starcom delivers brand-building results for many of the world’s leading companies.
About TNS media
As a global leader in brand and media measurement, TNS media helps clients make informed business decisions about their digital and traditional marketing strategies. The TNS media companies, including TNS media intelligence, TNS media research, Compete and Cymfony, provide a single resource for marketers, media companies and agencies to uncover and evaluate data across a variety of platforms. Through its tracking of more than three million brands worldwide, TNS media sets the industry standard for competitive advertising spending; Internet, television, and radio audience measurement; online and offline consumer behavior; search marketing analytics; and trends in traditional and social media.
About TNS
TNS is a global market information and insight group.

Its strategic goal is to be recognised as the global leader in delivering value-added information and insights that help its clients make more effective business decisions.
TNS delivers innovative thinking and excellent service across a network of 80 countries. Working in partnership with clients, TNS provides high-quality information, analysis and insight that improves understanding of consumer behavior.
TNS is the world’s leading provider of customised services, combining sector knowledge with expertise in the areas of Product Development & Innovation, Brand & Communications, Stakeholder Management, Retail & Shopper and Customer Intelligence. TNS is a major supplier of consumer panel, media intelligence and audience measurement services.
TNS is the sixth sense of business(TM).
For more information about TNS, please visit .
Starcom USA and TNS media