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Firms to Examine TV/Online Link
Digital video recorder (DVR) services provider TiVo and Internet ratings firm Quantcast have partnered to provide advertisers and media firms with an audience analysis service for evaluating the correlation between TV viewership and online activity.
 The new cross-platform solution will combine TiVo's Power||Watch ratings panel with Quantcast's direct measurement offering, to provide an evaluation of advertising effectiveness, cross platform media consumption, and programming affinity.
Power||Watch delivers second-by-second program and commercial ratings data with demographic segmentations for 35,000 TiVo households who have volunteered to take part in a 'passive' consumer panel. Quantcast solutions interpret audiences for more than 10 million web destinations.
'Most brands invest in both Internet and TV advertising, but previously the audiences have been measured separately and independently,' according to Todd Juenger, VP & General Manager, TiVo Audience Research & Measurement. 'Now, brands will have a powerful tool to measure the web activity generated by their TV ads - and vice-versa. This is a significant leap forward to better understand how TV and Internet behavior inter-relate.'
The single-source cross media analysis solution is expected to launch this summer.
Web sites: www.tivo.com and www.quantcast.com .
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