TiVo & Google Team Up for Audience Research Data

ALVISO: TiVo has entered into an agreement with Google to provide analytical data to advertisers about viewers who watch TV using the DVR service.

This deal will enable Google TV Ads to draw on anonymous, second-by-second DVR viewing data from TiVo’s stand-alone subscribers to enhance the measurement and accountability of ad impressions for inventory sold using the Google TV Ads auction-based system. The TiVo sample covers all TV signal sources, including digital cable, analogue cable, satellite, telecom and over-the-air television, in live and time-shifted viewing.

"Google TV Ads is focused on enabling advertisers to target and measure television advertising more effectively," said Mike Steib, Google’s director of emerging platforms. "This deal with TiVo will give advertisers access to even more anonymized viewership data, making Google’s dataset one of the best in the industry. Advertisers can use this data to understand which audiences and ads are most effective, which we think will ultimately lead to more relevant ads for viewers."

"Working with Google is an important milestone for our audience research business and represents a shared approach to developing innovative products and services to help the media industry better understand the effectiveness of ad campaigns in an evolving TV landscape," added Todd Juenger, the VP and general manager of TiVo Audience Research & Measurement. "Among the many innovative aspects of Google TV Ads, a critical role is in its ability to measure specific commercial ratings not simply averages, which is a key attribute of the TiVo data. By using TiVo’s massive samples and second-by-second granularity in its currency measurement, Google TV Ads can now provide an order of magnitude of improved accountability for advertisers."