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TiVo to Quadruple Panel Size
In the US, digital video recorder (DVR) solutions provider TiVo has begun a recruitment drive to increase the size of its Power||Watch consumer panel from 25,000 to 100,000 households.
 The opt-in panel, which was launched in 2007, provides second-by-second program and commercial ratings data, which enables users to analyze viewing behavior by demographics such as age, income and ethnicity.
TiVo can then link household data with the viewer data to produce program and commercial 'viewership' reports by aggregate demographic and behavioral audience groups, which it calls True Targets.
When the increase in panel size is completed, TiVo says the ratings service will be 'vastly larger' than any comparable offering currently available.
Additionally, the drive will increase the size of TiVo's Power||Watch for Quantcast Internet / TV single source solution tenfold. This service combines Power||Watch with Quantcast's web-based audience insights service measuring more than 10 million web destinations, to evaluate the correlation between TV viewing and online activity.
'Adding nearly three times the number of households to our Power||Watch ratings services helps enable advertisers to create even more targeted advertisements and allocate their ad budgets more effectively,' states Todd Juenger, VP & GM of TiVo Audience Research & Measurement.
'Moreover, this increase only improves the reliability of our single-source, TV and Internet measurement that we created with Quantcast, since without adequate sample size, you don't have enough television and especially web exposures to draw any actionable conclusions,' he adds.
Web site: www.tivo.com .
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