Nielsen to measure TiVo usage

ny_cable_guy writes "The following letter went out to all of Nielsen's clients this morning: 'Working together, Nielsen Media Research and TiVo have developed software that will enable the extraction of tuning, recording and playback information from TiVo's PVR system. TiVo has downloaded this new software as part of a normal system upgrade via phone lines to existing TiVo subscribers across the country. This software would be used only by Nielsen Media Research to retrieve data from sample households, and only with permission from the household, as is the case with all homes in our samples. It is otherwise inactive in non-Nielsen homes.' The full letter has been reprinted here on netWert."

Comments

Excellent! More accurate demographics helps!

[Marx_Mrvelous]

I'm glad to finally see this. One of the big benefits of TiVo and the like is that they can so much more closely moniter what demographics are watching which shows with more accuracy.

What this means for TV viewers is that the shows that people actually watch will more frequently stay on the air, and the commercials they show will be better suited. It's about time!

Well done

[wilburdg]

It seems to me that in this age of exploiting customer information, Nielsen has always gone out of their way to respect private information, through opt-in programs, and anonymizing data. As a marketing information company this is very unnusual, and should Nielsen should be commended for this.

Re:Well They're asking us....

[geekoid]

1)it involves TiVO.
2)it is nice to see that some companyies can be have in a professional manner when regarding there customers.

Good application of the TiVO

[levik]

I think this is actually not bad at all. Nielsen has shown itself to be a good citizen when it comes to collecting viewing habits across the nation. And the fact that this is an opt-in feature rather than an opt-out one seems to go with that reputation.

Making these TiVOs useful to the corporate world is good, since they are getting a cheap and easy way to get to their data, and in return their interest is now vested with this machine that the MPAA isn't too comfy with. Hopefully, TiVO just got itself a supporter in the media camp.

Now perhaps if the money from Nielsen can be used to subsidise driving the subscription cost of TiVO down, I may finally get one :)

How do I sign up?

[minus23]

I have a TiVo ... I'd love for my habits to be known. -- Errr I mean that really. -- When I change the channel because a show I don't like it comming on... I want that to count as a vote against that show. -- Vice-versa for good shows. As it is right now... no one knows what *I* think is good, except me.

Market Research Society

[barnaclebarnes]

Of course that is because the research is being run by a market research company who is bound by certain ethical standards.

this prevents them from passing on identifiable data unless the respondent specifically says yes.

In most instances (99.9%) companies belonging to the MRA do follow this code. I used to work for a market research company who once tried to pass on data without permission but our group (Data processors) refused. we won as they had no moral right to make us do that.

I hope that the broadcast industry realizes...

[NanoGator]

... that Tivo (or variants) is the best method I have to watch their programming. I'm sorry, but my life is not based around time-slots. If they want me to watch their commercials, they need to find a way to make that compelling to me.

If they use this data to say "people are filtering out commercials", the proper response is NOT to disable the commercial filtering technology. If commercials are so obnoxious that people will spend $400 for a gadget that filters them, then the problem is definitely not that people are thieves. The problem is that they're not catering to their audience. If I am willing to spend that much money to filter commercials, then removing my ability to do that will result in removing my interest in watching TV.

If they're smart, they'll use the data gathered here to say "Maybe we should cut commericals down from 2 minutes to one minute, and have fewer breaks. That way, people won't be bothered to use the 30-second skip." Heck, if AOL can learn this lesson, why not the TV Industry?
Funny thing is, I can see this approach resulting in people watching TV for longer. My attention span is short enough as it is. A commercial can kill my interest in a show. That's not good.