TNS to run new Oz pay-TV ratings

Rose Major

TNS Media Research has been awarded a three-year contract to develop and manage the new audience measurement system for Australian pay-TV.

Dubbed Multiview, the new service will start in late 2009 using the TNS RaPiDView solution, which TNS claims is the world’s first audience measurement service to use set-top box data collection and return path technology.

A representative panel of 10,000 homes will be recruited from the Austar and Foxtel subscriber databases. It will measure digital TV services carried on the operators’ platforms and offer a national overview of subscription TV.

Information reported from Multiview will include live viewing and other activities such as time shift viewing, high definition channels, interactive services and Video on Demand services.

Multichannel Network (MCN), the major subscription TV ad sales house owned by Foxtel, Austar, Premier Media Group and XYZNetworks, has set up Multiview Analytics to provide research and audience measurement services to the broader media and marketing community.

Head of Multiview Analytics, Ian Garland, said: “We are very pleased to be able to work with TNS who are the world leaders in services of this type in establishing this panel. Our partnership marks our commitment to gain new insights into the viewing and behaviour of audiences in subscription TV homes. In addition, the services will provide greater accountability to advertisers across our platforms in areas such as target audiences and interactive advertising.”

The new service will compete with OzTam, which measures Australian free-TV viewing as well as that of subscription TV.