Tivo and IRI Launch TV Ad Research Services
ALVISO, Calif. and CHICAGO - TiVo Inc. and market research firm Information Resources, Inc. (IRI), yesterday launched the IRI TiVo Consumer Insights Suite, to provide advertisers, brand marketers, and retailers with the ability to understand the impact digital video recorder (DVR) technology has on consumer viewing patterns and subsequent product sales, as well as the ability to quantify the effectiveness of specific advertising campaigns and brand recognition programs in TiVo DVR households.