TiVo to Measure DVR Ad-Skipping
TiVo to Measure Commercial Viewing
The move is designed to alleviate concerns over ad-skipping.
By Phillip Swann
Washington, D.C. (July 27, 2006) -- TiVo has launched a new research division to monitor the impact of ad-skipping by its subscribers.
The Digital Video Recording service hopes the data will help advertisers better understand how to communicate to the growing DVR audience.
"Helping advertisers better understand the television viewing audience will bring about more effective advertising content," said Todd Juenger, vice president and general manager of TiVo's new Audience Research and Measurement division.
DVRs from TiVo -- and cable and satellite services -- are now in approximately 12 percent of U.S. homes, but the number should rise significantly in the next several years. Advertisers are concerned that their commercials will be viewed less often because DVR owners will skip them during recorded playback.
TiVo's new division will monitor a random sample of 20,000 subscribers to collect data on ad-skipping. The company believes that it can pinpoint which ads are most successful with the DVR audience. This will help advertisers determine how to produce commercials in the future.
TiVo's new unit will compete with Nielsen Media Research, which is launching its own commercial measurement unit. Nielsen will provide 'commercial ratings' for a number of categories, including whether the ad was seen by DVR owners after the show aired live. The Nielsen ratings service will begin measuring commercial viewing this November.
Swanni Sez:
This is a smart move by TiVo. Rather than argue that ad-skipping is not a serious issue, the company is taking a bold step to alleviate advertisers' concerns. TiVo's research should be invaluable in helping companies shape their ads in the future.
And click TVPredictions.com to see the rest of today's Swanni Sez.
© TVPredictions.com
--------------------------------------------------------------------------------
Phillip Swann is president and publisher of TVPredictions.com. He has been quoted in dozens of publications and broadcast outlets, including CNN, Fox News, Inside Edition, The New York Times, The Washington Post, The Chicago Tribune, The Financial Times, The Associated Press and The Hollywood Reporter. He can be reached at swann@tvpredictions.com or at 703-505-3064.
And click TVPredictions.com to read more news and features on TV technology.
The move is designed to alleviate concerns over ad-skipping.
By Phillip Swann
Washington, D.C. (July 27, 2006) -- TiVo has launched a new research division to monitor the impact of ad-skipping by its subscribers.
The Digital Video Recording service hopes the data will help advertisers better understand how to communicate to the growing DVR audience.
"Helping advertisers better understand the television viewing audience will bring about more effective advertising content," said Todd Juenger, vice president and general manager of TiVo's new Audience Research and Measurement division.
DVRs from TiVo -- and cable and satellite services -- are now in approximately 12 percent of U.S. homes, but the number should rise significantly in the next several years. Advertisers are concerned that their commercials will be viewed less often because DVR owners will skip them during recorded playback.
TiVo's new division will monitor a random sample of 20,000 subscribers to collect data on ad-skipping. The company believes that it can pinpoint which ads are most successful with the DVR audience. This will help advertisers determine how to produce commercials in the future.
TiVo's new unit will compete with Nielsen Media Research, which is launching its own commercial measurement unit. Nielsen will provide 'commercial ratings' for a number of categories, including whether the ad was seen by DVR owners after the show aired live. The Nielsen ratings service will begin measuring commercial viewing this November.
Swanni Sez:
This is a smart move by TiVo. Rather than argue that ad-skipping is not a serious issue, the company is taking a bold step to alleviate advertisers' concerns. TiVo's research should be invaluable in helping companies shape their ads in the future.
And click TVPredictions.com to see the rest of today's Swanni Sez.
© TVPredictions.com
--------------------------------------------------------------------------------
Phillip Swann is president and publisher of TVPredictions.com. He has been quoted in dozens of publications and broadcast outlets, including CNN, Fox News, Inside Edition, The New York Times, The Washington Post, The Chicago Tribune, The Financial Times, The Associated Press and The Hollywood Reporter. He can be reached at swann@tvpredictions.com or at 703-505-3064.
And click TVPredictions.com to read more news and features on TV technology.
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