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TiVo, NBC Team On Ads

Alviso, Calif. — NBC Universal has agreed to start offering interactive advertising services through TiVo DVRs and will subscribe to the company’s ratings service.

The agreement covers 14 NBC Universal networks and its 10 NBC-owned TV stations, the companies said.

NBC networks will have the ability to offer advertisers interactive capabilities in any commercials they run.

The capabilities include the insertion of TiVo “tags” in commercials to enable viewers to click on an icon that pops up on the screen to obtain more information about the featured item, the companies said.

NBC Universal said it will also purchase ratings data TiVo gleans anonymously from its subscribers on a second-by-second basis to gauge viewership of commercials and programming.