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TRA to license, sell TiVo demographic data
We have to admit that in the current ad-happy climate we didn't think it would take some six months for an enterprising company to market TiVo's rich data mine. TRA will be licensing and marketing the info coming from TiVo customers, and the combination of viewing, demographic and purchasing data seems like a marketer's dream come true. Add in the growing trend towards targeted content, and you can guess what advertisers have in mind -- making accurate correlations between ad exposure and buying behavior. Sure, it sounds really creepy, but rest assured that the data is anonymous, so marketers will know how someone exactly like you behaves without knowing it's explicitly you. If you're still uneasy, we'd recommend getting off the grid entirely, because this sort of advertisement looks like it's here to stay.
DirecTV and TNS partner up to analyze "second-by-second" viewing habits
Listen up, DirecTV users -- select TiVo customers aren't the only ones having their viewing habits inspected with a microscope. Apparently, your satellite provider has just teamed up with TNS Media Research to find a willing audience (read: opt-in participants only) of 100,000 folks that will allow the two to closely analyze exactly what they do when camped in front of the tube. More specifically, TNS is hoping to launch DIRECTView later this year, which will measure "the total viewing [of the aforementioned group], including the live and time-shifted (DVR) viewing of programs and commercials at a second-by-second interval." According to Eric Shanks, EVP of DirecTV Entertainment, the goal here "is to develop a panel capability that will provide important insights across its advertising platform," which will "in turn provide its advertisers and programming partners [with] an unparalleled level of measurement accuracy and accountability." It's also pretty creepy, but unfortunately, not at all surprising.
TiVo looks to serve up demographic data to marketers
Don't you dare criticize TiVo's ad collecting / disseminating department for slacking off, as just months after it launched StopWatch to offer up second-by-second viewing data, the company is planning to also hand over demographic information about its customers. The move is certainly likely to shift TiVo into Big Brother's list of most highly-regarded outfits, as the information that will soon be shared with advertisers (we're hearing it may be opt-in only, however) includes "age, income, marital status and ethnicity." There's no telling how much coinage TiVo will be raking in for such detailed data, but at least willing users can now watch intently knowing full well that they're letting it all (and we mean all) hang out. Update: Turns out this is indeed an opt-in program. Thanks, Jake! [Via Reuters]
