NBC to Use TiVo's TV Viewership Data

NBC Universal has become the first major TV broadcaster to strike a deal with TiVo Inc. for the right to use TiVo's TV viewership research and interactive advertising products. The agreement, announced today, reflects rising demand in the TV industry for detailed audience viewing information. TiVo, a provider of digital video recorders, about a year ago started offering advertisers second-by-second ratings of programs and commercials based on the viewing habits of its subscribers, as well as other services. Earlier this month, the Alviso, Calif., company added demographic data about the viewers themselves, such as age, income, marital status and ethnicity. NBC Universal's agreement with TiVo will give the TV concern's networks, such as NBC, Telemundo and Bravo, as well as its NBC owned-and-operated TV stations, access to TiVo's ratings data. The deal comes as advertisers, media buyers and TV executives continue to grapple with a changing TV ad landscape, where an increasing number of viewers are using digital video recording devices to fast-forward through ads.
http://online.wsj.com/article/SB119613006401604814.html?mod=technology_main_whats_news

http://www.paidcontent.org/entry/419-nbc-accepts-tivo-audience-data-in-exchange-for-marketing-interact/