Scripps Networks Taps TNS for Digital Audience Measurement
Anonymous Set-Top Data from 300K Charter Communications Digital Subscribers in Los Angeles Market to Be Used
By Multi Channel News Staff -- Multichannel News, 7/9/2007 1:23:00 PM
Scripps Networks reached an agreement with TNS Media Research for digital audience measurement.
The two companies will tap anonymous set-top data from 300,000 Charter Communications digital subscribers in the Los Angeles market, which “will enable Scripps Networks to gain much greater insight into viewer habits and improve programming over time,” they said in a prepared statement.
“Initially, we will be focused on using the data to develop metrics for all of the various factors affecting commercial retention, including pod structure, promo position, adjacent short-form product integrations, ad type and specific ad creative,” Scripps Networks vice president of sales research and strategy Robin Garfield said in a prepared statement. “The goal is to optimize commercial exposure -- a win-win for Scripps and our advertisers.”
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