By Stuart Thomson

US software and data company VideoAmp has renewed its data licensing partnership with Xperi-owned TV tech outfit TiVo to give it access to viewing patterns of anonymised households across US media markets.

TiVo’s television dataset captures viewership behaviour on both live and time-shifted content with a data stream across its household footprint, providing advertisers with viewing habits for optimisation and planning. This dataset is sourced from a cross-section of MVPDs and population tiers across the US.

The renewed contract runs through the end of broadcast year 2026 with renewal options.

“We’ve had a fantastic relationship with TiVo and look forward to continuing our mission to redefine the advertising ecosystem with the help of their TV viewership data. Our commingled viewership dataset is the backbone of our cross-screen measurement solution and platform, and we rely on partners like TiVo to help us scale and bring new solutions to a more sophisticated and data-driven advertising landscape,” said VideoAmp’s chief strategy officer, Nick Chakalos.

“We are thrilled to continue supporting VideoAmp and its mission to lead change during this new age of media planning. Our TV viewership data will continue to provide VideoAmp with a powerful dataset that will give its clients the ability to buy and measure advertising with confidence,” said  vice president, data and monetisation, TiVo, Fariba Zamaniyan,.