ALVISO, California: US digital video recording pioneer TiVo is planning to cash in on the hunger for research data by selling demographic details of its subscribers to marketers.

PowerWatch will offer profiles of its viewers' age, income, marital status and ethnicity, on top of the second-by-second ratings of programs and commercials, which TiVo already sells.

The company is zip-lipped about the dollars it pockets from research but among its clients are marketing services conglomerate Interpublic Group and the Crispin Porter + Bogusky agency.

Data sourced from Wall Street Journal Online; additional content by WARC staff