TiVo (NASDAQ: TIVO) is a small company that has to compete with the digital recording devices offered by cable companies. To try to increase its revenue, the company will use its set-top boxes and data gathered from other sources to offer "demographic data about the viewers themselves, such as age, income, marital status and ethnicity," The Wall Street Journal reports.
It's a nifty idea, but all of those privacy advocates may not like it.
The new data should help marketers identify the demographics of viewers who skip ads. The TiVo data is based on 20,000 hours of sample data, while Nielsen uses only 3,000 hours for its similar service. TiVo will also allow marketers to talk to its customers using online polls. "The ability to talk to the panel and find out why they are skipping the commercial is key," Chris Boothe, head of Publicis Starcom group, told the Journal.
TiVo raffled off one of its boxes to get its customers to give up their demographic data.
Whether TiVo's customers will be concerned about marketers prying into their habits remains to be seen. Perhaps a few more free TiVo boxes will keep them from any revolt.
Update: Privacy and technology is a hot issue right now. Are things getting too interactive?
- New internet ad delivery system gives companies unprecedented details about your surfing;
- Voice-over-internet phone company listens into your calls, shows you ads; but
- In an about-face, Google announces new protections for 'net privacy.
Douglas A. McIntyre is an editor at 247wallst.com
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Reader Comments (Page 2 of 2)
11-09-2007 @ 1:54PM
Richard Ott said...
I intend to get a Tivo this Christmas, anyway, no
matter what info they try to get out of me. I'm a
huge 80's fanatic, so if I got my Tivo, I'd have it
customised to be red & pink, afterwhich I'd Tivo
500 music videos all from the 1980's, from Aha to
ZZ Top. Then, I'd take my Tivo with the program
I'd created, and bury it all in a Time Capsule for
everyone to see and hear what the year 2010
could bring for that wonderful decade that was.
Oh, and just in case, I wouldn't even tell Tivo I
ever was an 80's fanatic, even after I finished the
program, so they'll have to surrender to the music
before they figure me out!
11-10-2007 @ 8:23PM
Kathleen Harris said...
I do not have TiVo or a dish. But i do have a mute button on my remote control, that is immediately pushed the minute any commercial starts.
11-12-2007 @ 9:39AM
soshienterprises said...
I love my tivo..have had it since it inception. I really don't care who knows what I watch or why I skip commercials. Marketing data is gathered from us everyday in so many ways you can't count. Be serious...and a little less paranoid....what are they going to do...blackmail me for my tv choices. I can't believe the paranoia out there....The same folks unplugging their phone lines are probably looking out for black helicopters and watching alien autopsy cover ups on their tive ;)
11-12-2007 @ 9:49AM
JoJo said...
Tivo isn't the only company that does this. Amazon does the same crap. I happened to be writing a paper on a sensitive topic for a sociology class of mine, and when I happened to log on to Amazon, lo and behold...there were a group of books that Amazon "thought" I would be interested in...I wasn't searching for any books on the topic at Amazon, but using various search engines such as Google and Ask.com...so HOW did Amazon know what I was looking for...or more importantly, when I log OFF of Amazon, that should be the end of it, I consider what Amazon does a violation of my privacy...just letting people know what goes on once they log off of Amazon.
11-12-2007 @ 9:54AM
steve said...
Attention:
By david Posted at 11:44AM on Nov 9th 2007
Hey David,
I pay no service fee for Tivo. I have the "Forever Service". And what the hell are you smoking??!!! They don't pratically give Tivo's away anywhere. They're at leat $250. Where do you get your info from? You need the get a clue you stupid f**ker! You definitely have an Alligator mouth and a peanut brain. Knuckle dragger!
11-12-2007 @ 1:06PM
mike n said...
the only way i will watch a tv show is if i can fast forward the ads.
11-12-2007 @ 4:00PM
Milford Slabaugh said...
I have always wondered what the big deal was about demographic collections by advertisers. So they find out I like to watch sci-fi; seems to me that'd just encourage them to put more sci-fi on television! And if they know I like books on the Amazon jungle and send me an ad about such a book, I feel nothing but helped out.
Far, far better than to make me watch a tampon commercial over and over, which is the situation we are faced with today, don't you think?
11-12-2007 @ 7:48PM
Lisa said...
There are some commercials I like and watch but most of them are skippable. I think Tivo service should be free if they're going to peddle the info to marketing companies.