Small box of wonders

NBC Universal and TiVo have signed a wide-ranging partnership that will impact advertisers both online and off, reports The New York Times.

Under one aspect of the deal, NBCU will use TiVo's audience tracking system to deliver second-by-second ratings data. That data will give the network a better idea of viewer behavior when it comes to skipping commercials, as well as other ad-positive or negative behaviors.

Another component will allow advertisers on NBCU's slate of networks to make their commercials interactive. "Tags" can be inserted in the spots that prompt the viewer to press a button on their remote to go beyond the spot and get more product information.