NEW YORK: US broadcast giant NBC Universal has entered into partnership with personal video recorder manufacturer TiVo, in a deal that gives its TV units access to the latter's second-by-second viewing and interactive advertising data.
Announced Tuesday, the pact is the latest example of rising, advertiser and agency-driven, media demand for detailed audience viewing information.
NBCU siblings NBC, Telemundo and Bravo, plus NBC owned-and-operated regional TV stations, will also have access to TiVo's ratings data - which is now supplemented by viewer demographics such as age, income, marital status and ethnicity.
Says NBCU sales and marketing president Mike Pilot: "Advertisers have been asking us to help them find new ways to make TV advertising more effective. This partnership gives us the data, the research and the tools to try a bunch of new advertising formats and test their performance."
Data sourced from Wall Street Journal Online. additional content by WARC staff