Viacom, TiVo Partner to Give Data to Advertisers

Reuters: Viacom and TiVo have formed a partnership designed to help advertisers better target their TV commercials and determine if their ads led to store visits or purchases. The alliance is part of an effort by Viacom to offer advertisers more than traditional age and gender data about the viewers of a particular show. The operator of Nickelodeon, Comedy Central and MTV has seen its TV ratings slip in recent quarters while viewers embraced digital platforms.