Nielsen, TiVo Partner to Market DVR Data

NEW YORK Nielsen Media Research, which typically measures broadcast audience levels, is extending its abilities now that it has an agreement with direct video recorder provider TiVo to deliver information on DVR usage to the television industry.

The new service, which will be marketed by Nielsen Media Research, is designed to aid advertisers and television executives define the opportunities and effects of growing DVR usage.

With an eye to maintaining privacy standards, Nielsen and TiVo said they would collect data on television viewing patterns and trends by creating an “Opt-in panel” of the latter’s standalone subscribers.

TiVo standalone DVRs currently enable subscribers to digitally record up to 80 hours of television programming to an internal hard drive, without the use of videotapes. TiVo DVR features include the ability to control live TV with pause, rewind and slow-motion functions.

The agreement between Nielsen and San Jose, Calif.-based TiVo is separate from Nielsen Media Research’s national and local television audience measurement panels, according to a representative for Nielsen in New York.

Nielsen, like Adweek, is owned by VNU.