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TiVo introduced Thursday (July 30) the pure program rating, a new metric in its Stop||Watch ratings service, which measures second-by-second audiences to both time-shifted and live viewing. Breaking new ground in TV ratings, the pure program rating represents the first time a research service has separated audience measures for programming content from commercials within programming content to quantify just how much of the audience is lost to time-shifting.
With the new TiVo metric, programmers and advertisers can determine the percentage of potential viewers lost during a program’s commercial breaks.
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