Simulmedia Licenses TiVo Data, Measures Promo Effectiveness

People-TV-B

TiVo has licensed its second-by-second set-top box data to Simulmedia, a New York-based marketing company which focuses on TV program promotion. 

The deal will allow Simulmedia to use anonymous viewing data to gauge on-air promotion effectiveness in driving audience to a particular show when it airs. The second-by-second viewing data covers all national TV signals: digital cable, analog cable, satellite, telco, and over the air.

Dave Morgan, CEO of Simulmedia, stated: "Given that TiVo's viewership data is pulled from multiple sources and tracks time-shifted viewing, it is a crucial addition to our arsenal of set-top box data, which we use to draw conclusions on viewer behavior and provide networks with even stronger insight."

Simulmedia already uses set-top box and other data to address the growing audience fragmentation problem for television networks. But TiVo data will give the company access to time-shifted viewing behavior.

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As with TV commercials, TV program promos have been affected by time shifting television technology.

Todd Juenger, vice president and general manager of TiVo Audience Research & Measurement, said: "This is exactly what Simulmedia is helping them achieve. By using our set-top box data and deep understanding of TV viewers' behavior, they are finding the best ways to predict what they will choose to watch, if they are made aware of it."

TiVo has made numerous set-top box data deals with major media agencies and networks, which allow them to measure and analyze TV audiences.

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