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The SuperBowl, Log Data and TiVO
Superbowl 2007 is underway. TiVO is giving TV networks and ad agencies a chance to receive second-by-second data about which programs the company's 4.5 million subscribers and, more importantly, which commercials people are skipping. Silicon Valley-based TiVO has been doing this for the past five years.
The company relies on log data to determine the viewing habits of their subscribers to provide this data. TiVO calls that "unique Commercial Audience Measurement data" and started a research arm of the company that provides analysis of the second-by-second viewing patterns of a "nightly sample of 20,000 TiVo users, whose recorders report back to TiVo on what was watched and when. "
Having your log files mined for data is not required to use TiVO's service. The company's privacy policy informs users that they may ask to " to request that TiVO block the collection of Diagnostic Information logs."
Be interesting to see who wins the most viewed commercial tomorrow....
Posted February 04, 2007 in Innovation | Permalink
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