TiVo created TiVo Audience Research and Measurement, a division that will offer advertisers and ad agencies second-by-second data on DVR viewing and ad content. TiVo pres/CEO Tom Rogers said ARM "can dramatically transform the way advertising is created, bought and delivered to consumers." TiVo said advertisers will be able to combine ARM data, including data by network, genre, day-part, time slot, day of week and commercial pod position, with other audience measures to gain a more accurate view. – Rentrak announced four new subs for its OnDemand Essentials VOD measurement system: HealthiNation, here!, Hollywood.com TV and Starz. In addition, Rentrak secured deals with Midcontinent, Service Electric Cablevision and Verizon, and extended its relationship with Insight.