Tivo Unveils DVR Ratings Service
On Monday, Tivo announced that media planning company Starcom USA was its first customer of its subscription DVR ratings service called “TiVo Stop||Watch�.
Clearly Tivo’s strength is in their level of detail about what users are watching.
Tivo says it can do “comprehensive second-by-second program and commercial ratings� to get a better idea of what DVR users are actually doing. But in an AdWeek article, one media buyer says that second-by-second breakdown are “sort of overkill� and that ads are not relevant for each and every second.
Another AdWeek quote:
“We think that’s a little more granular than our clients want,” a Nielsen representative said. (Nielsen is owned by Adweek parent, The Nielsen Company).
Tivo is definitely trying to take on Nielsen’s TV ratings service, and is differentiating itself by the granularlity and getting access to the viewing habits of coveted 4.5 million subscribers.
In December 2006, Nielsen announced that it was starting a rating service that would include +5 days, in order to capture DVR users who watch shows 5 days later. In January, Nielsen released its first DVR ratings, however it only has 60 DVR users, compared to Tivo’s random sample of 20,000 users.
The new service includes monthly reports of program and commercial viewership by a variety of categories including network, daypart, genre and pod position.
Tivo says that the data is collected from “daily, random, anonymous, stratified sample of 20,000 TiVo units.� From there, ad agencies can extrapolate data for the estimated 15 million homes that own DVRs.
Tivo, DVR, PVR, digital video recorder, personal video recorder, Nielsen, TV, ratings, Stop watch
February 14th, 2007 at 7:06 am
[...] That’s what Tivo announced when it started its DVR rating service–very granular, minute by minute analysis. [...]
December 12th, 2007 at 10:19 am
amateur online sex amateur my sex