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The National Basketball Association is working with TiVo to evaluate just how DVR-proof televised basketball really is. The DVR pioneer has inked a deal with the NBA for ratings and interactive ad services.
Under the agreement, TiVo will provide the league with a comprehensive audience measurement reports evaluating the entire 2008-09 NBA season as viewed by TiVo subscribers.
The report will be based on data from TiVo’s Stop||Watch™ ratings service and will provide a second-by-second analysis of viewing habits and commercial ratings for every prime-time NBA game.
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