DirecTV Inc. signed an agreement with TNS Media Research to launch audience measurement services that will focus on DirecTV interactive subscribers, DirecTV announced Sept. 13.

TNS will use aggregated and anonymous click stream data from a sample based on 250,000 DirecTV customers to provide audience and navigation metrics on viewing and interactive activity.

“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,” Eric Shanks, executive vice president of DirecTV Entertainment, said in a statement.