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DirecTV and TNS partner up to analyze "second-by-second" viewing habits

Darren Murph

Listen up, DirecTV users -- select TiVo customers aren't the only ones having their viewing habits inspected with a microscope. Apparently, your satellite provider has just teamed up with TNS Media Research to find a willing audience (read: opt-in participants only) of 100,000 folks that will allow the two to closely analyze exactly what they do when camped in front of the tube. More specifically, TNS is hoping to launch DIRECTView later this year, which will measure "the total viewing [of the aforementioned group], including the live and time-shifted (DVR) viewing of programs and commercials at a second-by-second interval." According to Eric Shanks, EVP of DirecTV Entertainment, the goal here "is to develop a panel capability that will provide important insights across its advertising platform," which will "in turn provide its advertisers and programming partners [with] an unparalleled level of measurement accuracy and accountability." It's also pretty creepy, but unfortunately, not at all surprising.

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