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TiVo adds another ad partner

Wed, 08/30/2006 - 6:52am
Jeff Baumgartner, CED

Advertising and media planning firm Omnicom Media Group has agreed to buy "second-by-second" advertising and audience measurement research from TiVo Inc.

The deal, which involves Omnicom's OMD and PHD business units, marks the second agency-wide partnership for TiVo. The first, announced in May, was with Interpublic Media.

The agreement also follows the creation of TiVo's Audience Research and Measurement (ARM) unit. Reports emerging from that division will be based on anonymous, aggregate data collected from samples of 20,000 TiVo customers per given day.

In addition to buying the data, Omnicom will also team with TiVo to study DVR user behavior.

"The partnership is all about working with the key advertisers within the OMD and PHD business units to embrace the biggest change in television viewing - consumers fast-forwarding through commercials," said TiVo CEO Tom Rogers, in a statement.

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