TVWeek.com: TiVo Offers Data on How Many Watch Commercials
Digital video recorder pioneer TiVo is trying to get involved in the debate over measuring audiences for commercials and how DVRs affect the count.
Tom Rogers, CEO of TiVo, on Friday sent a letter to the research heads of the television networks and top media agency executives saying that his company has "unique data we can bring to the table for TiVo households and by proxy all DVR households."
That information might prove to be a useful adjunct to Nielsen Media Research's data on how many people on average watch commercials during a show.
TiVo's data is captured on a second-by-second basis, which may eliminate disputes over what material is counted as a "commercial minute" in the ratings. The company also can measure how long its users wait to view programming, and can sort ratings by both when a commercial break runs and where in a pod a particular spot runs. TiVo also can sort commercial ratings by length of spot, he said. [ FULL STORY ]
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