TiVo and Information Resources Inc. have announced a new service that will link consumer DVR viewing patterns to purchase decisions. The service, called "IRI TiVo Consumer Insights Suite," will identify the DVR sales impact for individual products and brands based on the viewership of an opt-in panel of TiVo households. Another element of the service will allow advertisers to test specific advertising creative in a highly-controlled, split-test environment.
Read the full press release at PR News Wire.