announcement was made during the Advertising Research Foundation's Audience Measurement
4.0 conference in New York, which concluded Wednesday.
primary differentiator of the new cross-platform solution is the size of the available
Tivo/Quantcast sample - 35,000 households total. A combination of data from TiVo's
Power Watch ratings panel and Quantcast's direct measurement offering will allow
better evaluation of advertising effectiveness, cross platform media consumption,
and programming affinity by producing TV and online media consumption and activity
reports, the company said in a release.
Tivo's Power Watch ratings service delivers second-by-second programme and commercial
ratings data with demographic segmentations for 35,000 Tivo households which have
volunteered to take part in a 'passive' consumer panel. Already, Quantcast solutions
are widely adopted in the marketplace to interpret audiences for over 10 million
web destinations and enable media companies and marketers to directly measure
activity across brand websites and online advertising campaigns.
creating an anonymously joined sample, Tivo and Quantcast will revolutionise cross-platform
audience analysis by providing marketers with the ability control and self-define
the actions against which to evaluate media consumption and a sample large enough
to deliver actionable insights.