TiVo Now Able To Reveal Demographic Data To Advertisers
American digital video recording service, TiVo, is to offer advertisers demographic information on TV viewers, in a move to help companies track who is fast forwarding ads.
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 that 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 and general manager, audience research and measurement.
This follows an announcement from Google that it would be incorporating Nielsen’s demographic TV audience data into digital clickstream data from its Google TV Ads. TiVo, however, says this new level of data gives it an advantage over Nielsen which only provides demographic data on around 3,000 people.
Earlier in the year, TiVo announced that it had devised a system that allows advertisers to discover the least-skipped and most-watched commercials.
The system tracks consumer behaviour on a second by second basis, in both live and time-shifted viewing (see TiVo Develops System To Track Ads).
TiVo: www.tivo.com