TiVo will begin offering advertisers second-by-Second customized data and analysis of advertising content and viewer behavior. The new TiVo Audience Research and Measurement division aims to provide a deeper and more comprehensive understanding of the types of advertisements that are most successful with consumers in TiVo households. 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.
TiVo said research will include assessment and analysis of the impact of fast-forwarding, rewinding, replaying, pausing and other behaviors 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.
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.
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