Research Executives Intrigued by Canoe Possibilities
Posted by iTVX Staff on June 25th, 2009
Executives at research firms pitching second-by-second ratings data seemed eager Wednesday to gain access to Canoe Ventures’ potential mother lode. “That mine shaft is going to be drilled,” said Rentrak’s chief researcher Bruce Goerlich at an Advertising Research Foundation event. “The gold is going to come out.”
Canoe has access to data from 60 million set-top boxes deployed by the six largest cable operators. The boxes can provide granular data on viewing patterns, including how DVRs are used to skip commercials.
But there is also the potential for insight into both how VOD is consumed and the most effective uses of interactive television. And, perhaps most importantly for the researchers, the impact of viewing on consumer-purchasing patterns — something they are looking to get a handle on for networks and advertisers.
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