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Tivo as Market Research November 8, 2007

Posted by David Card in Uncategorized.

The Journal does a piece on Tivo’s market research efforts. We called this a missed opportunity over a year ago, so it’s great to seeing it gain some traction. Heck, I’ve been known to predict a Tivo-Nielsen merger, only half-facetiously.

    TiVo’s data will push the ball forward from what Nielsen provides in at least one respect. It will include information on 20,000 homes, compared with Nielsen’s sample size of 3,000 homes with DVRs. More important, TiVo will offer marketers the opportunity to survey some of its users via an online poll to ask deeper questions about their viewing habits and their feelings about both the ads and the marketers. (Nielsen doesn’t allow marketers to query its poll respondents.)
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