Nielsen Update: TiVo Data on Deck

Number crunchers anxious to get their hands on Nielsen TiVo data won’t have to wait much longer as the ratings agency is running numbers from its 1st TiVo measurement now, with results expected next week. Earlier this year Nielsen said it would offer monthly reports on DVR viewing based on a panel of 10K TiVo users. That 1st batch of data was supposed to be ready before now, but it has taken a bit longer because of a Sept deal that incorporates DirecTV TiVo users into the data. "DirecTV came to us at the 111/2 hour," says Scott Brown, svp, strategic relations, marketing and technology. "It’s good news they got involved, but it’s going to slow us down a bit." The Nielsen panel originally was to consist of 10K HHs with standalone TiVo devices, but the DirecTV deal brings 6K panelists who get TiVo via their DBS receivers. The 4K TiVo-only HHs are up and providing daily data, Brown said, but Nielsen still is recruiting DirecTV HHs. The first report next week will be a partial statement for Oct, since the full panel was not in place. Nielsen will offer 15 different DVR reports once the panel is fully operational. Brown said there have been discussions about measuring MSOs’ DVR services, but there was nothing he could share at this point. In March Nielsen said it would speed up plans to monitor DVR-viewing HHs by at least 1 year (it currently skips HHs with DVRs). It’s slated to begin including DVR HHs in local metered markets in April, followed by national and local People Meter markets in July. Not only is Nielsen delving into DVRs, but it’s testing VOD measurement with MSOs. The ratings company is mum on specifics.