TNS Media Research and NDS Group, partners in an audience measurement initiative, said they have developed an additional offering that allows for the tracking of viewing patterns of individuals.
The opt-in system is based on an application that prompts viewers to identify themselves by supplying their first name via a remote control. Viewers can also provide names of others watching
TV with them.
The system is tabbed as the RPDi solution that is operated through a combination of NDS set-top-box technology and a TNS analysis service. NDS executive Gideon Gilboa said
set-top-box (STB) data provides insight into viewing patterns of niche channels, as well as DVR-enabled consumption and how people use interactive TV.
The RPDi system has the potential to meld
demographic information with STB data.
With RPDi, "customers can have the best of both worlds: rich STB data and strong individual-level reporting to improve their business decisions and
advertising sales," Gilboa said.
NDS and TNS have been offering an STB-based measurement system since 2008; customers include DirecTV and Britain's BSkyB. News Corp. owns 49% of NDS and formerly
controlled DirecTV, while still owning a large stake in BSkyB.
NDS also gives operators technology for addressable advertising and interactive advertising programs.
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