TNS Combines Media Units to Meet Digital Challenge

TNS will be merging its Media Intelligence and Media Research (iTRAM) units into one, in an effort to further develop its TV and online audience measurement services.

The firm says its new platform will meet the challenges resulting from media fragmentation and the growth of the Internet, and it will examine new revenue streams - particularly in the TV industry where it says there is demand for greater precision measuring ad viewing habits. The merged division is also planning to link advertising occurrences with page impression ratings and clickstream analysis, as well as examining ways to measure Internet editorial content and blog audiences.

The initiative will be led by former Global Head and founder of TNS Media Intelligence Jean-Michel Portier, who has been with the company since 1987. Under his stewardship, TNS Media Intelligence has seen expansion into 24 countries and the recent acquisition of US market influence analytics company Cymfony (www.mrweb.com/drno/news6491.htm ), through which it is now measuring online content such as social media and blogs.

Portier says the integration of these TNS businesses will lead to opportunities in the digital sphere, which is changing the face of the media industry: 'Technology is driving the need for an overlap between digital content and audiences and we will respond to this with a range of new services and capabilities.'

The group and division are online at www.tnsglobal.com and www.tns-mi.com respectively.