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Nielsen Media Research and TiVo Inc. have developed software to measure viewing in homes with the latter's digital video recorders, but they will focus on fact-finding efforts for now.

In a status update sent out to clients, Nielsen CEO Susan Whiting said that for now, Nielsen will focus its efforts on determining how DVRs affect viewing patterns.

'There is no timetable yet' for the inclusion of TiVo viewership data in Nielsen's TV-ratings reports, Whiting said in her memo. 'The penetration of [DVR] devices is relatively small,' she added.

To determine the effect of TiVo, Nielsen last month began compiling viewing data from 20 test households. 'We are now in the early stages of looking at data,' which will eventually be shared with clients, Whiting said.

http://www.tvinsite.com/multichannelnews/index.asp?layout=story&doc_id=98685&display=breakingNews
 
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