TiVo, Quantcast Prep Blended TV-Web Audience Data

The promise of the TiVo/Quantcast pact is to provide buyers with a means to evaluate cross-media campaigns from a single source. Typically, evaluating such campaigns requires using disparate, non-compatible data sources — making it difficult to calculate measures such as total unduplicated reach.

“Most brands invest in both Internet and television advertising, and often the campaigns are designed to reinforce each other from a creative standpoint, but the audiences of these advertising impressions have been measured separately and independently,” said Todd Juenger, vp and general manager, TiVo audience research and measurement.

That goal of comprehensive, cross-platform measurement is still a ways away, given the limitations of TiVo’s install base and Quantcast’s current coverage.