NBCU to use TiVo viewership data


TiVo announced it has entered into a multi-year strategic partnership with NBC Universal on advertising and research solutions. NBC Universal’s 14 television networks and 10 NBC O&O TV stations will be selling TiVo Interactive Tags and will subscribe to TiVo’s Stop||Watch second-by-second commercial ratings service. The tags allow viewers to click on an icon when watching a commercial to obtain more info about that advertiser and then return to the exact place they exited viewing. Tags also provide advertisers with a way to reach live, time-shifted or fast-forwarding viewers and to achieve deeper engagement through the opt-in requests for more information. NBCU will also begin utilizing TiVo Record Tags in its on-air promotions. NBCU says it will start using the TiVo services 1/1.

Said Mike Pilot, President, NBC Universal Sales and Marketing: "With proliferating media options and changing consumer behavior, our clients are asking for new ideas, better metrics, and more accountability. Our partnership with TiVo is another example of NBCU’s continuing effort to improve the effectiveness of TV advertising for our clients, evolve the commercial form, and expand the value of our advertising inventory."