NEW YORK: Publicis-owned media network Starcom USA has become the first client of Taylor Nelson Sofres' InfoSys - a new set-top box audience measurement service that will supply the agency with key viewing data from Charter Communications' 300,000 digital cable subscribers in Los Angeles.

The InfoSys planning system offers next-day analysis of viewing data, including day-part and program studies, target group studies, lead in/lead out studies, duplication analyses, minute-by-minute flow studies and competitive reports.

This dataflow will help Starcom advance its understanding of the viewing habits of digital consumers, both in terms of general viewing and programming, and commercials.

It will also integrate TNS Media Intelligence ad occurrence information with Charter's viewing data to analyze and evaluate second-by-second commercial ratings and behavioral information.

Says Starcom USA president/chief activation officer Chris Boothe: "The advertising industry has long called for the emergence of second-by-second viewing data, and as such, the TNS research is an invaluable tool for understanding the new digital consumer."

Data sourced from (UK); additional content by WARC staff