TiVo forms direct response ad group
TiVo Inc. has formed the Interactive Direct Response Advertising Group, which will educate the direct response community on challenges they face because of the DVR and promote TiVo’s interactive advertising platform.
Spearheading the new group is Robert Barnett, who joins TiVo as a senior director, and who will manage TiVo’s relationship with Worldlink Ventures Inc., a direct response ad sales representative for TiVo’s ad platform.
TiVo’s Stop||Watch ratings service, introduced in February, offers a sortable database of ratings for nationally run programs and advertisements run during primetime and daytime, with data going back to September 2006. According to Stop||Watch, approximately one-third of all DVR users are watching TV on a time-shifted basis.