Nielsen Media Research will deliver data based on TiVo Inc. digital-video-recorder usage under an agreement announced Wednesday.
Under terms of the deal, TiVo and Nielsen will collect data on television-viewing patterns and trends by creating an opt-in panel of TiVo's stand-alone subscribers, which will provide key information for the purposes of analyzing, processing and marketing DVR-usage data to the television industry.
Nielsen will market the service.
"In a world where DVR has put the viewer in charge, industry executives are looking for insight into the impact of this changing television landscape TiVo has helped to create," TiVo president Marty Yudkovitz said in a prepared statement.
"Partnering with the industry leader in audience measurement validates the importance and credibility of the unique viewing information TiVo can provide to the advertising and television industries," he added.