Rovi Gets Help Measuring Consumer TV Usage12 Aug, 2009 By: Chris Tribbey
Rovi Corp., formerly Macrovision Solutions, has signed an agreement with TNS Media Research to jointly research and measure how consumers watch live, recorded an on-demand programming, as well as the use of interactive programming guides.
TNS Media Research will study the use of advertising in interactive programming guides created by Rovi, and the two companies will take the information to both cable system operators and advertisers.
“The ability to gain granular insight into viewing behavior as a result of return path data (RPD) from [set-top boxes] is redefining the definition of audience measurement,” said George Shababb, president of TNS Media Research in North America. “It’s no longer just about reach and ratings, but about gaining true insight into the habits of the audience.”
Rovi estimates that advertising in its interactive program guides reaches more than 50 million homes worldwide, half of those in North America.
“As entertainment choices multiply, programmers and advertisers need better tools to understand evolving consumer behavior and use that knowledge to further enhance the viewing experience,” said Fred Amoroso, president and CEO of Rovi.