CBS signs up for TiVo’s data service
TiVo is presenting Stop||Watch data as more accurate than other audience measurement systems. Data is derived from a daily, anonymous, stratified random sample of 20,000 TiVo units, according to the company.
Clients access the service via an interactive, online suite of reports. Stop||Watch reports break down key data for total viewing, live viewing, time-shifted viewing (less than 1 hour, 1-6 hours, 24-28 hours, 48-72 hours, 3-7 days, and 7-14 days delay), program ratings, commercial ratings and a commercial viewership index.
Other Stop||Watch customers include NBC Universal, The Interpublic Group, Starcom, Carat USA, Crispin Porter + Bogusky, Media IQ and Euro RSCG New York
TiVo is presenting its relationship with CBS as going a bit deeper, however, calling it a research partnership. CBS plans to use the Stop||Watch data to develop and measure new strategies to deliver results for its advertising clients, including learning how to structure pods and interstitials to improve audience retention during commercial breaks, and how to develop new and improved promotional strategies for time-shifted viewers to build audiences for its programs.
"As more and more television viewers add the DVR to their home entertainment systems and make the transition from linear to non-linear viewers, we at the networks must adapt to serve both these newly empowered viewers and the advertisers seeking to communicate with them," said David F. Poltrack, the chief research officer at CBS and the president of CBS Vision.
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