Rovi Corporation (formerly Macrovision Solutions Corporation,) and TNS Media Research announced that they are collaborating on the development of advanced TV and set-top-box (STB) measurement solutions. The alliance joins Rovi's clickstream technology with the reporting capabilities of TNS Media Research to enable some of the richest measurement in the industry, including consumer viewing across live, recorded and on-demand TV programming, as well as consumers' use of interactive program guides (IPGs). Under the terms of the agreement, TNS Media Research will measure the performance of advertising in Rovi IPGs in participating cable systems. The two companies will also work together to provide guide and audience measurement solutions to cable systems and advertisers.
"The ability to gain granular insight into viewing behaviour as a result of Return Path Data (RPD) from STBs is redefining the definition of audience measurement," said George Shababb, president, TNS Media Research North America. "It's no longer just about reach and ratings, but about gaining true insight into the habits of the audience. TNS Media Research has pioneered the use of RPD through its DIRECTView and Charter Los Angele services and we are looking forward to working with Rovi Corporation to develop new applications and services, including in the area of IPGs."
"As entertainment choices multiply, MSOs, programmers and advertisers need better tools to understand evolving consumer behavior and use that knowledge to further enhance the viewing experience," said Fred Amoroso, president and CEO, Rovi Corporation. "We also know that IPGs are integral to the TV viewing experience and have a profound influence on what people choose to watch. This collaboration between TNS Media Research, a global leader in media measurement, and Rovi, a leader in IPG technology, marks an important milestone in advancing the industry's understanding of IPG usage and TV viewing habits."
Based on internal estimates, Rovi IPG advertising technology is active in more than 50 million homes worldwide, including 25 million homes in North America, providing one of the most broadly deployed interactive TV ad platforms.