NEW YORK: US satellite broadcaster DirecTV has inked a deal with TNS Media Research to measure the daily household viewing habits of 250,000 of its interactive subscribers.

According to the new partners, the study is designed to help understand consumer consumption of the various services on offer, including how viewers navigate through DirecTV's interactive programming and advertising applications.

In addition to reach and frequency reports, TNS will provide minute-by-minute daypart program and ad tracking as well as data about viewing on DVRs.

Says Eric Shanks, evp at DirecTV Entertainment: "By working with TNS Media Research, we will be able to provide our programming partners and our advertisers with a deep understanding of our interactive services and enable them to make more well-informed and strategic decisions."

Both companies claim the deal has established the largest "census" examination of a single national TV viewing source to date.

Leading US ratings provider, Nielsen Media Research bases its data on a sample of 10,000 homes across the country.

Data sourced from Adweek (USA); additional content by WARC staff