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IRI, Tivo Team to Measure Ad Effectiveness

MediaPost: IRI Licenses TiVo Data, Offers New Service Measuring Impact of DVRs on Advertising

Information Resources Inc. (IRI) licensed digital video recorder firm Tivo's audience measurement data and plans to incorporate it into its BehaviorScan software to measure ad effectiveness. Tivo already has an agreement with IRI competitor Nielsen Media Research. Forrester predicts that digital video recorders will reach 41 percent penetration by 2009.

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IRI, Tivo Team to Measure Ad Effectiveness

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