Simulmedia to use TiVo data to measure ad effectiveness

New York-based marketing company Simulmedia has licensed TiVo’s second-by-second set-top box data to help television networks build audiences for programmes through more effective and targeted use of on-air promotion.

Through this agreement, Simulmedia will use anonymous viewing data from TiVo’s vast network of subscribers to determine the effectiveness of on-air promotions in driving an audience for a particular show when it ultimately airs. Using the breadth of TiVo data, which is the only source of set-top-box data that covers all signal sources, including digital cable, analogue cable, satellite, telecom and over-the-air, all while having a national footprint and visibility into full-timeshifted viewing behaviour, Simulmedia will be able to provide their customers with new findings regarding the effectiveness of on-air promotions.

At the core of its business, Simulmedia uses set-top box and other data to address the growing audience fragmentation problem for television networks while simultaneously helping viewers discover shows they might enjoy.

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