TNS to integrate media and audience measurement

by Alex Donohue Brand Republic 27-Sep-07, 10:45

LONDON - TNS is to combine its Media Intelligence and Media Research divisions, in an effort to further develop its audience measurement services across TV and online in the broadcast and advertising industries.

The market research group said it would be combining TNS Media Intelligence and TNS Media Research, also known as iTRAM, to form a new unified business offering a platform for additional audience measurement services for TV and advertising.

TNS said combining the two divisions, which will be headed by Jean-Michel Portier, the former global head of TNS Media Intelligence, would create opportunities for new revenue streams and services, while maintaining each operation's core remit to clients.

The decision was made in response to increasing media fragmentation and the growth of the internet, creating a need for accurate measurement tools for online content and services.

David Lowden, chief executive of TNS, said: "Everything about the internet is growing -- the number of users, the range of applications, the depth and breadth of online purchasing, online advertising and its share of online marketing expenditure.

"Combining TNS Media Intelligence and TNS Media Research is another step in our journey to be recognised as the global leader in delivering value-added information and insights that help our clients to make more effective decisions."

Jean-Michel Portier, head of the combined division, said: "Technology in particular is driving the need for an overlap between digital content and audiences, and we can respond to this in coming years with a range of new services and capabilities."