TiVo Inc. and Nielsen Media Research have reached a deal to provide digital video recorder (DVR) usage data to the TV industry.
The agreement is seen as an attempt by TiVo to dispel the growing notion that DVR technology and its ability to skip ads is poised to destroy the traditional TV advertising model. The company believes instead that the data it can provide will be of great value to TV programmers and advertisers.
Nielsen will market the service, which will collect data on TV viewing patterns and trends of TiVo subscribers who "opt-in" for tracking.
"Partnering with the industry leader in audience measurement validates the importance and credibility of the unique viewing information TiVo can provide to the advertising and television industries," said TiVo President Marty Yudkovitz, in a statement.