NBC Universal (NYSE: GE) will get an infusion of audience data—and possibly some ad revenues—from TiVo. The deal, which starts Jan. 1, gives NBCU’s 14 networks and 10 owned-and-operated stations access to details including income, age, ethnicity and marital status. NBCU’s nets are the first to sign on to TiVo’s second-by-second audience measurement program, Stop//Watch.

SEE ALSO: Tivo and Rhapsody in Subscription Music Deal

As part of the agreement, NBCU and its TV properties can sell the DVR operator’s interactive ad tags to advertisers. The tags allow a brand’s name to remain clearly visible when a viewer is fast-forwarding or rewinding past an ad. TiVo’s (NSDQ: TIVO) tags also come with an opt-in function that lets users click an icon for more information about the brand. Additionally, NBC will offer advertisers performance measurements on how their ad tag campaigns ultimately fared. Also, as has been the case with otherTiVo deals, NBCU and the company will work on other ad products and “will share revenue where appropriate.”

By aligning with NBC, TiVo hopes to challenge Nielsen Media Research, which is heavily relied on by media buyers and networks. Earlier this month, TiVo began working with Publicis Groupe’s Starcom on Power//Watch Consumer Panel, an opt-in service which measures the DVR viewing habits of 20,000 households. Release