The deal, which is a first for TiVo, will supply data that provides substantially more information than what Nielsen has been able to supply.
“TV advertisers crave data-and Viacom is about to give them access to a lot more of it. In a new partnership with TiVo, Viacom will be able to use TiVo data from set-top boxes in 2.3 million households to boost Viacom Vantage, its data tool which allows advertisers to target their buys based on consumer habits.”