TiVo takes second-by-second TV ratings local
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US-- DVR maker TiVo is extending its second-by-second TV audience measurement service to provide local ratings.
The extension to its existing Stop Watch service will be launched in the summer, being made available in whichever markets show demand.
The announcement was made during the National Association of Broadcasters' show in Las Vegas today.
TiVo is hoping its service will rival Nielsen's established TV ratings, thanks to its large sample sizes, second-by-second results and the ability to measure ad skipping and timeshifted viewing of recorded programmes.
Todd Juenger, who heads up the firm's audience research and measurement activities, said: “The dearth of information on television audiences in local markets, especially for specific commercial viewership, is astonishing in this day and age. Even the biggest markets are stuck with sample sizes of 1,000 households, no commercial ratings, and limited timeshifting data – and most smaller markets are still relying on diaries.”
Sample sizes will range from around 5,000 in smaller markets to 25,000 in the top markets, the firm said. The ratings are anonymous and not combined with any demographic data.
TiVo also supplies TV ratings for TRA's TRAnalytics service, which aims to measure the ROI of advertising by combining viewing and purchase data.
Author: Robert Bain
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