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TiVo to Sell Viewer Demographic Data
In the US, digital video recorder firm TiVo will offer advertisers demographic data on TV viewers to help companies measure who is skipping over commercials.
The firm's new Power||Watch service provides data such as age, income and ethnicity, and so far has more than 22,000 TiVo users signed up to share this information with advertisers. TiVo says the opt-in means it can associate household data with viewership data, and produce reports which can be broken down by demographic and behavioural audience groups.
'This panel will provide a new level of detail on DVR viewing behaviour that will significantly enhance the approach advertisers take in creating and buying advertising on television,' said Todd Juenger, VP & General Manager, Audience Research & Measurement.
The news comes just weeks after Google announced it would be incorporating Nielsen's demographic TV audience data into digital clickstream data from its Google TV Ads (www.mrweb.com/drno/news7484.htm ). However, TiVo says its this new level of data gives it an advantage over Nielsen which only provides demographic data on around 3,000 people.
In January, the firm launched its TiVo Stop||Watch second-by-second ratings service (www.mrweb.com/drno/news6373.htm ). TiVo is based in California and is online at www.tivo.com.
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