Who wants my MTV?

Viacom’s MTV announced today that it will, for the first time, begin measuring audience viewing second-by-second in hopes of gathering more precise data on its commercial break placements and consumer viewing tendencies. This second-by-second audience data will help monitor viewer behavior during specific moments within ad breaks, revealing whether commercial viewing is different in prime time vs. late night or if certain types of commercials rate higher.

Thanks to devices like DVR and TiVO, consumers now control whether they want to see an ad or not. This data will tell TV executives how their viewers may be acting differently during different times of day and difference programs, ultimately helping advertisers to better place ads and target consumers.

Read more about this move.


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