Rovi Corporation, formerly Macrovision, and TNS Media Research are collaborating on the development of advanced TV and set-top-box (STB) measurement. The alliance joins Rovi’s clickstream technology with the reporting capabilities of TNS Media Research to enable measurement of consumer viewing across live, recorded and on-demand TV programming, as well as consumers’ use of interactive program guides (IPGs). TNS Media Research will also measure the performance of advertising in Rovi IPGs in participating cable systems.

“The ability to gain granular insight into viewing behavior as a result of Return Path Data (RPD) from STBs is redefining the definition of audience measurement,” said George Shababb, president, TNS Media Research North America, in a prepared statement.

TNS Media Research developed new measurement metrics based on RPD from digital set-top boxes through initiatives with DIRECTV, Comcast and Charter Communications. The new collaboration with Rovi extends TNS Media Research’s services beyond second-by-second TV audience behavior and addressable advertising to include the field of IPGs.

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