While you’re watching, TiVo watches you

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As Hollywood and Madison Avenue debate how best to measure traditional TV and online viewing, TiVo plans to roll out new research that combines both.

Next month TiVo will begin tracking how much time users spend watching Web content on their TV sets alongside regular TV shows, giving advertisers and content producers a clearer picture of consumers’ viewing habits.

Subscribers to TiVo’s set-top box can watch traditional television, as well as stream online content from Netflix, YouTube and other services to their TV sets. The company also operates an audience measurement service that aggregates data and reports consumer behavior anonymously to clients such as TV networks and advertisers.

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