TiVo and CBS have formed a research partnership which revolves around TiVo’s Stop||Watch service. Data gathered by the service will provide insights into the viewing habits of DVR users, which will allow CBS to better tailor their advertising and promotional efforts.
Through TiVoâ€™s Stop||Watch™ service, which provides the industryâ€™s only second-by-second measurement of program and specific commercial ratings for both live and time-shifted viewing, CBS will have access to the industryâ€™s richest insights into DVR viewing behavior. This partnership will allow CBS to develop and measure new strategies to deliver results for its advertising clients, including learning how to structure pods and interstitials to better keep audience attention during commercial breaks, and develop new and improved promotional strategies for time-shifted viewers to build audiences for its programs.
See the full press release for more details.