For Marketers, TV Sets Are an Invaluable Pair of Eyes

… TVision — which has worked with the Weather Channel, NBC and the Disney ABC Television Group — is one of several companies that have entered living rooms in recent years, emerging with new, granular ways for marketers to understand how people are watching television and, in particular, commercials. …

Through the installation of a Microsoft Kinect device, normally used for Xbox video games, on top of participants’ TVs, TVision tracks the movement of people’s eyes in relation to the television. …

“The big thing for TV advertisers and the networks is: Are you actually looking at the screen or not?” said Dan Schiffman, the chief revenue officer of TVision (pronounced Tee-Vision). “What you looked at is interesting, but the fact that you looked away is arguably the most interesting.” CONT.

Sapna Maheshwari, New York Times