Discovery Takes DirectView of Set-Top Data


Discovery Communications has signed an agreement to use the DirectView service provided by TNS Media Research, which will provide the basic cable network with viewership information on live and time-shifted DVR usage.

The data will be collected on a second-by-second basis from 100,000 DirecTV subscriber set-top boxes. Those homes are representative of DirecTV's 17 million home user base. The research will cover all of Discovery's networks, including high-definition simulcasts and emerging networks.

Discovery is the first media company to sign up for these advanced TV ratings analytics, according to TNS. Discovery has previously measured second-by-second viewing behavior of its HD theater using technology embedded in 300,000 set-top boxes in the field in Charter Communications' Southern California cluster.