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TiVo debuts ad viewership data

Wed, 07/30/2008 - 8:10am
Brian Santo

New data verifies that different age groups have distinctly different behaviors when it comes to which commercials they opt to watch during time-shifted viewing.

Specifically, families with children are more apt to watch commercials for toys, snacks and computer games, while adults 50 and older are more likely to view ads about political parties and hair restoration products.

The results were from the first round of data gathered by TiVo and media planning and buying company Starcom USA through TiVo's Power||Watch ratings service, which covered the broadcast month of May 2008.

The vast majority of viewers still skip the vast majority of ads, but TiVo and Starcom USA detected no difference in ad-skipping behavior among people new to TiVo versus those who have had the system for three years or more.

TiVo said its Power||Watch ratings service provides advertisers access to second-by-second program and commercial ratings data, with demographic segmentations for 20,000 households that have volunteered to have their viewing behavior monitored.

The data can be broken down by standard household demographics, including income, geography, ethnicity, number of children and tenure of TiVo subscribers, among others.

Starcom USA’s Senior Vice President and Video Innovation Director Tracey Scheppach said, “New viewing behaviors revealed by correlations between household demographic, product category and ad fast-forwarding shows that while everyone is fast-forwarding through ads, effective message delivery can help make an ad resonate more.”

Starcom was the first media agency to purchase the Stop||Watch ratings service. Starcom also purchased the inaugural custom survey of the Power||Watch ratings service panelists, which will provide viewership segmentations based on responses to client-driven questions. The survey is expected to be fielded later this year.

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