TiVo bows cross-media measurement

Apparently another company is eager to provide the cross-media measurement that media buyers are clamoring for in the wake of the Nielsen acquisition of Arbitron.

TiVo has expanded its media measurement capabilities, and it’s going beyond just TV.

The company’s TiVo Research and Analytics has launched a cross-media measurement service that combines media exposure with consumer purchase data.

The company will use more than 500,000 TiVo households to measure TV ad exposure, as well as more than 100,000 cross-media households (both TV and digital).

In addition, the company says it will use consumer packaged goods purchase data of 60 million households and 115 million automotive purchase records, as well as digital display and video ad exposure in 70 million U.S. homes.

The company will also get help from Experian Marketing Services, which will serve as a third party to help match and aggregate the data.

To honor the participants’ privacy TiVo will not use personally identifiable information, and users can opt out at any time.

The new service is now up and running. For more information, visit www.traglobal.com.

Tags: arbitron, capabilities, cross media, cross media measurement, cross-media ratings, Experian Marketing Services, exposure, households, media, media buyers, media measurement, nielsen, tv, tv ratings