TiVo and Nielsen Media Research have developed software that allows the audience measurement company to extract viewer information from TiVo's digital video recorders.
For now, Nielsen is excluding data from households with DVRs from its industry reports, but it is trying to piece together a sample that will reveal "the impact of TiVo...upon established viewing patterns."
"We are now in the early stages of looking at data," Nielsen Chief Executive Susan Whiting said in a memo Monday.
DVRs collect information about what shows subscribers prefer to watch so that services such as TiVo's can make recommendations on other shows that a viewer might like. The process is anonymous, but privacy groups have expressed concern about what DVR companies could do with the information they gather.
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