TiVo starting next month will give clients of its StopWatch ratings service an idea of how much -- or how little -- broadband-delivered content DVR users actually watch on their TVs.
The company's StopWatch service tracks programs and ads on 112 national networks from 5:00 a.m. to 11:30 p.m., based on a daily anonymous random sample of 350,000 TiVo subscribers. By incorporating the ability to track Web content accessed on TV, the service can provide "advertisers, brands and networks with a deeper level of insight into television viewing behavior that goes beyond simple demographics," according to TiVo's announcement.
Most broadband-connected TiVo DVR models provide preconfigured access to movies and TV shows from Netflix, Amazon video on demand and Blockbuster On Demand. In addition, customers can access to Web-based content from more than 100 providers -- including YouTube, ExerciseTV, National Geographic Channel, The New York Times, TruTV and The Weather Channel -- and also enter URLs to access other video.
"The ability to see far beyond just simple, stagnant demographics and use the power of our second-by-second set-top box data to measure the percentage of TiVo households watching traditional TV vs. streaming and downloaded video content over a given time is a true game changer for the media industry and will become ever more valuable as the convergence of Internet content to the TV becomes increasingly more prevalent," Elissa Lee, TiVo's vice president of audience research and measurement, said in a statement.