NBC Looks to TiVo to Help Sell Clients

Network is hoping to corral ad zappers by tapping DVR data
By Jim O'Neill,  Newser User
Posted Nov 27, 2007 12:22 PM CST
Tom Rogers, CEO of TiVo, attends the opening bell at the Nasdaq stock market in New York on July 25, 2007. Tivo, the maker of digital video recorders for television programs, is based in Alviso, Calif....   (Associated Press)
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(Newser) – NBC Universal will begin using viewership data gleaned from TiVo digital video recorders beginning in January, making it the first of the major networks to have access to second-by-second ratings of programming and commercials from TiVo, reports the Wall Street Journal. The network hopes TiVo will help it develop effective ways to target viewers who use DVRs to skip commercials.

The industry, dealing with rapidly changing demographics, is looking for hi-def data on audience habits to help sell increasingly skeptical advertisers. Using TiVo, NBC Universal, which includes NBC, Telemundo and Bravo, can sell “clickable” TiVo tags that allow an advertiser’s name to be seen on the screen as viewers skip commercials. Advertisers will be able to view campaign results from the tags.