General Electric Co.'s NBC Universal agreed to start offering interactive advertising services and subscribe to a ratings service from TiVo Inc, the companies said on Tuesday.
The agreement covers GE's 14 networks -- including NBC, Telemundo and Bravo -- as well as its 10 NBC-owned TV stations.
Advertisers who buy television commercials on those networks and television stations will have the option of adding an interactive component to those spots.
They can insert TiVo tags into television commercials that let viewers click on an icon when watching an ad to obtain more information about a product, the companies said.
NBC Universal also purchased a ratings service from TiVo that provides second-by-second viewership ratings on television commercials.
(Reporting by Jim Finkle, editing by Dave Zimmerman)