TiVo-Millward Brown Pact Lets Advertisers Get Granular

In another sign that advertisers are growing more interested in determining what types of people watch their ads -- rather than just how many -- market-research shop Millward Brown is partnering with TiVo in an effort to pair information about specific segments of consumers with data on how people watch television. Millward Brown, part of the WPP Group, will offer advertisers the ability to ask specific sets of questions to 35,000 TiVo subscribers who have agreed to participate in that company's panel of respondents. TiVo will use respondents' answers to assign them to specific behavioral and psychographic segments and then analyze, second by second, aggregated viewing data for each respective grouping.