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NDS and TNS Join For Audience Measurement Solution
Two leading companies, NDS and TNS, have united to give veteran viewing analysts Nielsen a run for their money.
The new joint venture will see the two companies create an STB audience measurement platform.
The system will make use of the NDS Dynamic advertising solution, combined with the well established TNS Media Research Return Path Data (RPD) STB data processing system, that counts viewing heads for individual programming and advertising.
The companies consider that combining their solutions will offer broadcasters, pay-TV operators and advertisers, the information that they need to properly allocate advertising funds or accurately state viewing figures.
With the information at their fingertips they hope to give very accurate numbers on viewing habits and in that way increase advertising revenues for digital platforms.
According to the companies, old fashioned Nielsen style ratings were never intended to deal with the new world of non-linear viewing and interactivity, not to mention the vast array of channels available.
The new system will also be able to differentiate between live, time shifted and interactive viewing, which is very important information for advertisers.
Recorded programming is usually not good news for advertisers, as viewers tend to fast forward to the next segment of the show rather than sit and watch recorded adverts.
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