Nielsen Keeps Tabs on TiVo

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Nielsen Media Research and TiVo Inc. have developed software to measure
viewing in homes with the latter's digital video recorders, but they will focus
on fact-finding efforts for now.

In a status update sent out to clients, Nielsen CEO Susan Whiting said that
for now, Nielsen will focus its efforts on determining how DVRs affect viewing
patterns.

'There is no timetable yet' for the inclusion of TiVo viewership data in
Nielsen's TV-ratings reports, Whiting said in her memo. 'The penetration of
[DVR] devices is relatively small,' she added.

To determine the effect of TiVo, Nielsen last month began compiling viewing
data from 20 test households. 'We are now in the early stages of looking at
data,' which will eventually be shared with clients, Whiting
said.

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