• by David Goetzl  @dgoetzl, June 4, 2009

As the NBA looks to get a better handle on its ratings, the league has reached a deal with TiVo to provide it with an analysis of viewing patterns based on second-by-second data. It's not just how many people watch, but information as to when viewers are likely to tune out during a blowout.

The arrangement will have TiVo track viewing, which will include reporting on commercial ratings, for the NBA Finals. It will also cover prime-time games during the 2009-10 season. TiVo has a service that monitors second-by-second viewing for both live and time-shifted consumption (presumably low for live sports) among its customer base, via the set-top boxes that power its DVRs. There are an estimated 4 million TiVo boxes in circulation.

Word of the deal came as the NBA and TiVo said they had also agreed on a co-marketing arrangement to drive viewership for the Los Angeles-Orlando NBA Finals match-up that starts Thursday. The promotion involves using a TiVo interactive ad platform.

NBA marketing executive Mark Tatum said the audience analysis TiVo will give the league is a tool to "show advertisers the advantages of live NBA programming to deliver commercial audiences in the world of DVR-based viewing."

The interactive ad promotion for the finals will give viewers a chance to click on an icon and be taken to a promo for the event. The programming they are watching pauses, and they can return to it uninterrupted.