Carat signs up for TiVo DVR research
Media-buying agency Carat has entered a deal with TiVo to get a hold of audience research data. No doubt about it, if you want to know how people watch their DVRs, and especially how they use fast-forwarding, TiVo's StopWatch and PowerWatch are gold mines of info. Carat joins NBC in this effort to leverage TiVo's demographic/monitoring data services to produce more compelling ad content that nets more "impressions" from DVR users. We already know HD ads keep people off the 30-second skip button, so we'd suggest marketers start there. After that, we're a little anxious about what tricks they'll come up with.
