TiVo Says Nielsen Who?
from the wait,-we-can-do-that-ourselves... dept
A couple years ago, TV-ratings firm Nielsen started talking about how it was going to make a lot of money measuring TiVo usage. While it took them a few years to come out with the data, they've been trying to make the most of it (even as some question the methodology). Just recently, they announced that they were also going to start tracking how many people weren't actually watching commercials when using a DVR. With all of this activity, perennially struggling TiVo probably realized they could do a lot of this themselves. After all, for years, TiVo has been able to release tidbits of data concerning how many people were rewinding certain things while watching TV. So, it should come as no surprise that TiVo is now branching out into the research data business, releasing reports about what people are and are not paying attention to on their TiVos. Of course, some say that TiVo's data isn't very useful, but that seems like a really short-sighted view. No, it may not be a complete representative sample of everyone watching TV -- but the number of DVR users is increasing rapidly. Understanding what that actually means for TV viewing is going to be increasingly important, especially to those TV execs who always seem so worried about how TiVo will impact their traditional business models.