New TiVo service to measure its ad-zapping fallout

Matt Whitlock's picture

After years of helping TV viewers skip past ads,

unveils an initiative Wednesday that will enable Madison Avenue to
measure the damage. And, in the process, it is taking on longtime TV
viewer tracker Nielsen Media Research in trying to quantify the impact
of TV commercials.

digital video recorder pioneer has created a division, TiVo Audience
Research and Measurement, that will compile detailed data showing how
many TiVo users zap particular ads, including the exact second when
they jump.

"This is the hottest issue in television marketing," says TiVo CEO Tom Rogers.

Initial reports will show ad-viewing patterns of...

Read the rest of the story at Yahoo! News