As watching TV is not on my top 10 list (except for Beck..) I did not quite understand all their talking points. Did I miss somewhere how they can tell you are an R or a D? I’m confused.
It's TiVo, not Nielsen. TiVo has created a ratings system that includes demographic information beyond just sex and age. I'm not sure exactly how the determine party ID, as it's not specified in the piece. But, I'm assuming that the people who participate in the TiVo PowerWatch program, complete a questionnaire in the sign-up process.