NBC to use TiVo’s viewership data

NBC has become the first major broadcaster to ink a deal with TiVo to use the DVR company’s research data. The data is generated from TiVo subscribers who skip commercials and take advantage of interactive advertising opportunities. “Advertisers have been asking us to help them find new ways to make TV advertising more effective,” says Mike Pilot, president of NBC Universal Sales and Marketing. “This partnership gives us the data, the research and the tools to try a bunch of new advertising formats and test their performance.” (WSJ sub. req.)