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NEW YORK DVR marketer TiVo hopes to play a role in the ongoing industry debate about how playback viewing should be counted in the new commercial ratings system being developed by Nielsen Media Research.
In a letter sent to TV and cable networks, advertisers, agencies and Nielsen, TiVo president Tom Rogers noted that unlike Nielsen, TiVo units can measure the actual audience for each commercial that airs because the devices capture second-by-second viewing data. Nielsen captures data minute by minute.
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