TiVo To Track Web Time on TV

TV

With the trend of Internet-enabled TVs on the rise, TiVo now says it has become the first TV measurement company to calculate and analyze broadband and TV consumption on television sets.

Through its Stop||Watch ratings service, TiVo says it will measure traditional linear television and broadband consumption from traditional television set usage.

TiVo says this will help marketers, networks and content providers reach a deeper level of TV viewing behavior beyond ordinary demographics.

Next month, it will begin tracking how much time users spend watching Web content on their TV sets alongside regular TV shows. Such information provides advertisers and content producers with a better idea of users' viewing habits. Subscribers to TiVo's set-top box can watch traditional television, as well as stream online content from Netflix, YouTube and other services to their TV sets.

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Elissa Lee, vice president of TiVo Audience Research and Measurement, stated: "The ability to see far beyond just simple, stagnant demographics and use the power of our second-by-second set-top box data to measure the percentage of TiVo households watching traditional TV vs. streaming and downloaded video content over a given time is a true game-changer for the media industry."

She added that it will "become ever more valuable as the convergence of Internet content to the TV becomes increasingly more prevalent."

The media measurement company said it will begin offering combined traditional linear TV viewing and broadband consumption on the TV starting next month. The new data heightens the rivalry between TiVo and Nielsen.

The growth of Internet-enabled TVs is expected to hit around 27.7 million units in 2010 -- a higher and faster level than 3D TV sets, which is estimated to reach 4.2 million this year.

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