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Breaking new ground in TV ratings, TiVo has introduced the pure program rating, a new metric in its Stop||Watch national ratings. This represents the first time a ratings research service has separ- ated audience measures for programming content from the commercials and promotions that air within the TV show.
The pure program rating serves as a complement to TiVo’s second-by-second live and time-shifted commercial ratings used by ad agencies to understand how digital video recorders have shaped viewing habits for both programming and commercials.
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