NBC to Rely on TiVo For Consumer Data

The latest news in the “TiVo to Release Subscriber Data” Series is that NBC Universal plans to use this data to understand consumer viewing patterns better and also possibly to start interactive commercials with the people.

On Tuesday it was announced that TiVo’s interactive advertising platforms would now be used by NBC and new ones would also be created. The revenue generated would be split between the two companies.
This would be possible after NBC subscribed to TiVo’s Stop/Watch and Power/Watch services. This would enable NBC to access detailed demographics from TiVo. This move makes NBC Uni the first large firm to subscribe to TiVo’s interactive advertisement and demographic data services.

This TiVo deal came at the right time for NBC Uni. TiVo offerings have become more attractive with the coming of the Commercial +3 ratings as this years currency. The new formats being introduced may encourage the viewers to leave live viewing mode.

Just a year back NBC would not have taken this step. With TiVo’s offerings like information on who is watching the commercials, time shifted viewing is alright with NBC. TiVo also offers couping and contests and other new advertising formats that are very attractive.