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NEW YORK Interpublic Group on Monday said it would subscribe to TiVo’s StopWatch ratings service, giving it access to second-by-second viewing data.
Under the terms of the deal, which will be funded through IPG’s Emerging Media Lab, Magna Global, Initiative and Universal McCann will be granted full access to the TiVo ratings data.
IPG is the second entity to sign on for the service, following Publicis Groupe’s Starcom, which began its subscription when TiVo first introduced the system in January.
(Starcom
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