TiVo announced CBS Corp. has entered into a research partnership via TiVo’s Stop||Watch service, which provides second-by-second measurement of program and specific commercial ratings for both live and time-shifted viewing. This partnership will allow CBS to develop and measure new strategies to deliver results for its advertising clients, including learning how to structure pods and interstitials to better keep audience attention during commercial breaks, and develop new and improved promotional strategies for time-shifted viewers to build audiences for its programs.
Additional subscribers to Stop||Watch include NBC Universal, The Interpublic Group, Starcom, Carat USA, Crispin Porter + Bogusky, Media IQ and Euro RSCG New York.
