Simulmedia aims to track how successful promos are in driving audiences for particular shows. Financial terms of the licencing deal have not been disclosed.

The company, headed by internet entrepreneur Dave Morgan, is focused on developing predictive technology to help television companies deliver “the right on-air promotions to the right viewers at the right time”.

Todd Juenger (pictured), Tivo’s vice president and general manager of audience research and measurement, said: “It’s no secret that in this era of increasing consumer choice and control networks are finding it harder to build audiences for their programmes.

“By using our set-top box data and deep understanding of TV viewers’ behaviour, including finding the best ways to predict what they will watch if they are made aware of it, Simulmedia is taking a unique, data-driven approach to helping networks solve the problem.”

Other users of Tivo’s data include Millward Brown, Google, the NBA and ad ROI measurement firm TRA.