TiVo launched a new service in conjunction with Starcom called Power||Watch that provides second-by-second ratings services for broadcasters. The service takes demographics segments from 20,000 homes that use TiVo hardware.
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The service provides the broadcasters with information on what commercials viewers watch and what commercials they skip. TiVo says that the viewers in the passive panel have agreed to let it use personally identifiable viewing data to compile the findings.
The service showed in May that early adapters who have used TiVo for over 3 years show no more of likelihood to skip commercials than new users. The data also shows that all users place shift and skip commercials at a high rate. Specific commercials skipped by viewers did vary. Did they really need viewing details of 20,000 people to figure that stuff out?
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