Simulmedia, a New York City-based marketing company, has licensed TiVo’s second-by-second set-top box data to help TV networks build audiences for programs through more effective and targeted use of on-air promotion. Financial terms were not disclosed.

Through this agreement, Simulmedia will use anonymous viewing data from TiVo’s network of subscribers to determine the effectiveness of on-air promotions in driving an audience for a particular show when it ultimately airs. Using the breadth of TiVo data, which is the only source of set-top-box data that covers all signal sources, including digital cable, analog cable, satellite, telecom and over-the-air, all while having a national footprint and visibility into full-timeshifted viewing behavior, Simulmedia will be able to provide their customers with new findings regarding the effectiveness of on-air promotions from a whole new lens.

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