Via Directsattv.com - TiVo Measures Effectivness of Fall Season TV Promos
The leader in digital video recorders and advanced television services, TiVo Inc. has branched into advertising and commercial solutions with their latest
satellite TV receivers . Based on recorded programs and regular viewership, TiVo DVRs are capable of identifying the effectiveness of the fall season's broadcasts. Moreover, the TiVo algorithm also allows them to determine how effective promotional commercials were in driving viewers to watch these programs by drawing data from TiVo's Power Watch ratings service, which consists of an opt-in panel of over 35,000 TiVo subscribers.
By evaluating the data on these satellite TV receivers , networks can understand how TV promos and commercials help drive interest in new fall programs. an invaluable tool for networks to have for understanding how to improve the use of their on-air inventory to drive larger audiences to their programs. According to VP and General Manager Todd Juenger, one of the most talked about statistical measurements is ROI, which indicates how many consumers purchased a product compared to advertising dollars spent. While this metric is easy to apply to purchasable goods and services, there had yet to be a similar equation applied to marketing investments. TiVo's satellite TV receivers each contain promo effectiveness data, which allows networks to quickly analyze and determine when promotional spots are most effective, and adjust their strategies accordingly to bring higher viewership at a more affordable cost.
For example, TiVo satellite TV receivers show NBC Universal devoted the most airtime to promotional efforts, yet still were relatively ineffective at converting viewers into consumers. The Chase promotional campaign was the most heavily invested, yet was in the bottom ten in terms of overall effectiveness. Comparatively, CBS had three of the top five promotional campaigns. For consumers, these new TiVo DVRs allow them to view commercial spots and promotions that are most relative to their own interests. By improving these satellite receivers, both TiVo and DIRECTV hope to improve the overall experience. Unlike competitors where programming is staid and stilted, DIRECTV and TiVo have partnered to ensure that programming, promotions, and the technology used to view them are top of the line. With an exclusive contract, TiVo satellite TV receivers are set to join DIRECTV in 2011. Call 866-310-4985 to order DIRECTV.
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