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International: Charter Communications, TNS Media Research ink pact for audience measurement services

12-April-2006
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International: Charter Communications, TNS Media Research ink pact for audience measurement services

Charter Communications Inc, one of the leading broadband communications company offering the latest in digital entertainment and advanced services, and TNS Media Research, one of the world leaders in video audience measurement, have inked a pact to launch video audience measurement services in Los Angeles.

Charter will utilise the audience measurement services of TNS to maximise efficiencies when building custom television advertising campaigns and promotional schedules internally and externally. The service will also provide additional information for programming services as well as offering added revenue opportunities.

“We are pleased about our partnership and the fact that it will afford cable networks and advertisers valuable insight about the digital cable environment,” said Jim Heneghan, Senior Vice-President, Advertising Sales, Charter Communications.

As part of the agreement, Charter Communications will provide aggregated and anonymous viewing data from 55,000 households in the Los Angeles Area. TNS will process the aggregated data and allow for next-day analysis through Infosys, which is one of the most widely used media analysis and planning system in the world.

The Charter partnership will further strengthen TNS’ entry into the US marketplace for digital TV audience measurement services. For the record, TNS has been providing media research in the US for many years; including ad spend tracking as well as ad copy and TV pilot testing.

Commenting on the partnership, George Shababb, COO, TNS Media Research, said, “TNS is at the forefront of the digital revolution in video and radio measurement and is pleased to be partnering with Charter Communications to explore the new opportunities presented by digital set-top box data.”

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