Alviso, Calif. - CBS (NYSE: CBS) announced on Thursday that it
has entered into a research partnership with TiVo (NASD: TIVO), and will subscribe to the
company's StopWatch DVR ratings service, which provides second-by-second
measurement of program and specific commercial ratings for both live and
time-shifted viewing. NBC Universal also subscribes to TiVo's StopWatch. "TiVo...offers
us the opportunity to analyze television viewing behavior and develop
strategies to maximize the impact of our advertisers' messages and product
placement arrangements in this new non-linear viewing environment," said CBS
chief research officer David F. Poltrack.
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