TiVo is offering a new service giving advertisers detailed profiles of its users, the Wall Street Journal reported Thursday in its online edition. TiVo -- which sells advertisers second-by-second ratings of programs and commercials based on subscriber viewing habits -- plans to announce on Thursday that it will soon add demographic data about the viewers themselves, the Journal reported. Dubbed "PowerWatch," Tivo's latest offering is expected to bring it more in line with ratings giant Nielsen Media Research, which provides both commercial-ratings data and demographic information.

The information includes age, income, marital status and ethnicity, the newspaper reported.

TiVo has not officially confirmed the report.