We already knew that TiVo was getting into the ratings business when it sold statistical data to Omnicom Media Group, and recently teamed up with IRI to offer even more advanced statistics on its customers viewing habits.TiVo is now launching a service called StopWatch which offers data on the programming and viewing habits of TiVo customers, including that all important time shifted data. The time shifted data is what advertisers and TV networks are really concerned with at the moment.
TiVo has won one over on its leading ratings competitor Nielsen by offering second-by-second viewing data which Nielsen has refused to offer so far.
The advertising company Starcom is the first subscriber to TiVo's valuable data.
