Starcom is the first agency to sign on for the TNS service, which will help it advance its understanding of the viewing habits of digital consumers. This will then enhance the media plans it activates on behalf of its clients.
This new understanding of viewing habits will not only involve general viewing and programming, but extend to commercials as well. Starcom will be able to analyse and evaluate second-by-second commercial ratings, and the behaviour of commercial audiences.
Chris Boothe, president chief activation officer of Starcom USA, said: "The advertising industry has long called for the emergence of second-by-second viewing data, and as such the TNS research is an invaluable tool for understanding the new digital consumer."
George Shababb, chief operating officer of TNS Media Research, said: "The insights obtained from TNS Media Research's powerful analytics platform will support Starcom in formulating client strategies for what is certainly an increasingly complex media environment."
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