NEWS11 May 2010

Millward Brown partners with Tivo to probe TV habits of consumer segments

New business North America

US— Tivo has struck a deal with Millward Brown, giving the advertising research agency the ability to run custom segmentations of its TV audience measurement panel to help advertisers understand the viewing habits of their target customer groups.

Millward Brown will segment members of Tivo’s 35,000-strong PowerWatch viewing panel using proprietary sets of questions, with panellists also being screened for relevant category use. Once the panel is segmented, Tivo says it will analyse the aggregated viewing data for each respective grouping.

PowerWatch is an opt-in panel that collates second-by-second viewing data via the Tivo digital video recorder.

Bill Pink, Millward Brown’s senior vice president of marketing science, says the tie-up with Tivo stands to provide “a previously unforeseen level of actionability to our recommendations for targeting”.

For Tivo’s part, audience research and measurement boss Todd Juenger (pictured) described the deal as a “fantastic opportunity”.

The DVR maker has existing research partnerships with Quantcast to bring together web usage and TV viewing data, and with TRA which uses Tivo’s live and time-shifted viewing information as part of its TRAnalytics ad ROI measurement service.