ALVISO, Calif. – Digital video recorder pioneer TiVo said this week it has created TiVo Audience Research and Measurement (ARM), a division of the company which will offer advertisers and advertising agencies, for the first time, second-by-second data and analysis on DVR viewing of advertising content.
"TiVo’s commercial viewership reports provide advertisers an unrivaled, comprehensive and detailed look at how commercial content is viewed and consumed on a second-by-second basis," said Tom Rogers, president and CEO, TiVo. "Through our unique technology, in households serving 4.4 million subscribers, and our close co-operation with advertisers and advertising agencies, we have developed a research solution that can dramatically transform the way advertising is created, bought and delivered to consumers."
For the advertising community, the commercial viewership reports will provide "a deeper and more comprehensive understanding of the types of advertisements that are most successful with consumers in TiVo households," says the release. "The data will be presented in such a way that advertisers and advertising agencies can compare and contrast it with broader audience measurements from other sources. Advertisers will also know the viewership and effectiveness of their advertisements by network, genre, day-part, time slot, day of week and commercial pod position."
This initial research product offering is an improved and enhanced version of TiVo’s CVRs, which provide clients with exclusive information and analysis on the exact viewing behavior for commercials every day. The company’s research will include assessment and analysis of the impact of fast-forwarding, rewinding, replaying, pausing and other behaviors.
Using this information, advertisers and advertising agencies will be able to create more compelling and effective commercials, generating better brand recognition and retention rates from consumers, believes Rogers.
The CVRs are based on anonymous, aggregate data collected from all of TiVo’s subscribers across the country, in near real-time, through random analysis of 20,000 of TiVo subscribers per given day – which is more than two times the size provided by most industry panels. It also means that the company is not disseminating data on what individuals are watching on television.
The reports will be divided into specific sections and analyzed based on the viewing time of the commercials being researched. The various specific sections include watched live, 0-1 hour time shift, 1-6 hour time shift, 6-24 hour time shift, 24-48 hour time shift, 2-7 day time shift and 7-14 day time shift. The reports are available for almost every nationally-aired commercial.
TiVo is currently working with Nissan, as well as OMD NEXT, a consortium of 14 of Omnicom Media Group’s clients who have dedicated resources this year to test and learn about the relative impact that new and emerging media platforms are having on traditional media/advertising models, and the relative brand value that each medium brings to the overall media mix. NEXT clients include Bank of America, GE, Visa, Discovery Channel, McDonalds, and Anheuser- Busch, among others.
"TiVo is the only source in the market today for complete, real and relevant second-by-second data and analysis of advertising," said Todd Juenger, vice-president and general manager, TiVo Audience Research & Measurement. "Helping advertisers better understand the television viewing audience will bring about more effective advertising content."
