IRI licenses TiVo® audience research data for IRI BehaviorScan® DVR; new service to measure impact of Digital Video Recorder usage on ad effectiveness
Information Resources, Inc. (IRI), the leading global provider of market content, analytic services, and Business Performance Management (BPM) solutions today announced the creation of the industry’s first measurement service designed to measure ad effectiveness among households using Digital Video Recorders (DVRs), an increasingly popular technology that enables viewers to bypass standard commercials.
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