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.