Tivo to offer advertisers viewer data
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U.S. DVR company TiVo is launching a new service that will offer advertisers detailed profiles of its users. Named Power Watch—the new service will initially provide demographic and viewing behavior data from 20,000 households who have volunteered to take part.
The company said Power Watch will provide advertisers with demographic data such as age, income, marital status and ethnicity on TiVo subscribers, combined with data on which programmes they are viewing and recording.
"With 20,000 households, the Power Watch Consumer Panel will provide a new level of detail on DVR viewing behavior among any given brand's target segments that will significantly enhance the approach advertisers take in creating and buying advertising on television," said Todd Juenger, Vice President & General Manager, Audience Research & Measurement, TiVo.
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