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Starcom first to click on new TiVo ratings service

Mon, 01/29/2007 - 6:14am
Jeff Baumgartner, CED

Starcom USA has become the first media agency to subscribe to TiVo Inc.'s "Stop||Watch," a ratings service that aims to provide "second-by-second" information on how consumers view time-shifted content.

In addition to shedding more light on time-shifted viewing by the second, TiVo said the new service also generates monthly reports of program and commercial viewership data by network, day part, genre and pod position.

TiVo said its data is derived from a daily, random and anonymous sample of 20,000 TiVo units. That "clickstream" information (such as data linked to a TiVo unit's total viewing, live viewing, and time-shifted viewing) is collected for assessment.

Stop||Watch is offered in a range of weekly primetime viewership reports for nationally run shows and advertisements. Those reports first became available just this month. TiVo said it will add other day-part measurements to the service down the road.

Starcom said it will tap the ratings service to analyze how fast-forwarding capabilities and consumer behavior affect commercial ratings and viewer engagement. The results, it said, will allow it to make more informed decisions related to client ad dollars.

"With the industry's first look at such granular ratings data that accounts for time-shifting and fast-forwarding, Starcom intends to provide its clients with a competitive edge and viewer insights that will put them ahead of the pack," said Starcom USA Vice President/Video Innovation Director Tracey Scheppach, in a statement.

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