TiVo Research and Analytics

Viacom and TiVo Partner to Share Data With Advertisers

TV advertisers crave data—and Viacom is about to give them access to a lot more of it. In a new partnership with TiVo, Viacom will be able to use TiVo data from set-top boxes in 2.3 million households to boost Viacom Vantage, its data tool which allows advertisers to target their buys based on consumer habits.

TiVo: Adherence to C3 Is Sucking Millions Out of TV Ad Market

In what may be the most cogent argument for the adoption of the C7 ratings currency, TiVo Research on Monday revealed that broadcasters beholden to the dated C3 metric are leaving hundreds of millions of dollars in ad sales revenue on the table.

Some Surprising TV Shows for Reaching Independent Voters

Who knew that It's Always Sunny in Philadelphia would be the top show in Washington, D.C., for reaching independent voters? Or that Ugly Betty in Miami, Heartland in Las Vegas and My Name Is Earl in Denver would also be fertile ground for independents?

Romney-Obama Tilt Draws 65.6 Million Viewers

The clear winner of presidential debate No. 2: television.