MUMBAI: MTV Networks has tied up with TNS Media Research to measure the consumer viewing habits for MTV Networks.

Based on TNS` digital audience measurement, these advanced data will allow for in-depth analysis of all MTV Network`s programming.

MTV Networks also plans to use the data to analyze commercial pods and digital network viewing, as well as other previously unavailable analyses.

"The granularity of TNS` second-by-second data is a valuable resource for deepening our analyses of how today`s audiences are consuming and interacting with content," said MTV Networks EVP research Colleen Fahey Rush.

"The data will be another important tool for us to use in how we are reinventing commercial pods, for example, which drives value for both our audiences and marketing partners. As we further delve into the data we are encouraged by the complete package that TNS provides through data, application and integration with commercial activity" added Rush.

By leveraging aggregated and anonymous set top box data coming from more than 300,000 digital subscriber households in the Los Angeles market of Charter Communications, MTV Networks can gain further insight into viewers` habits on a second-by-second basis, states an official release.

TNS Media Research`s second-by-second capabilities enable analysis of spots within a commercial pod within a specific program. MTV Networks will also utilise TNS Media Research for tools that have not previously been available to programmers and advertisers.

"TNS is forward-looking in our methods of audience measurement. We are pleased to be working with MTV Networks as the drive to measure and understand consumer behavior is a common thread that weaves our companies together," said TNS Media research SVP sales and business Bud Breheney.

TNS Media Research processes Charter`s aggregated and anonymous set top data and allows for analysis through InfoSys, a widely used media analysis and planning system in the world. InfoSys allows end-users to analyze media data in depth including day-part and program studies, target group studies, lead in/lead out studies, duplication analyses, minute-by-minute flow studies, commercial viewing behavior based on second-by-second data, and competitive reports.