DirecTV, TNS Measure Discovery's Audience

Tim's Pick: DirecTV, TNS Measure Discovery's Audience

Summary: As researchers clamor for (arguably) firmer viewing metrics that come directly from set-top boxes, Discovery Communications has become the first programmer to purchase data from DirecTV holding that promise. The data--part of a service tabbed DirectView--offers insight into a range of viewing behaviors, notably how much ad-skipping DTV subscribers do.

 

 

The data emanates from the boxes of the nearly 17 million DTV homes. Research service TNS, via a deal with DTV, will interpret and distribute it.