August 19, 2010 08:30 ET

Simulmedia to Use TiVo Data to Drive Effectiveness of TV Promotions

Progressive Marketing Company Using TiVo's Granular, Multi-Source Set-Top Box Data to Address the Challenges of Audience Fragmentation

ALVISO, CA and NEW YORK, NY--(Marketwire - August 19, 2010) -  TiVo Inc., a leader in advanced television services and advertising solutions for digital video recorders (DVRs), and Simulmedia, Inc., a New York City-based marketing company that drives incremental viewership to television programs through data-driven program promotion, today announced that Simulmedia has licensed TiVo's second-by-second set-top box data to help television networks build audiences for programs through more effective and targeted use of on-air promotion. Financial terms were not disclosed.

Through this agreement, Simulmedia will use anonymous viewing data from TiVo's vast network of subscribers to determine the effectiveness of on-air promotions in driving an audience for a particular show when it ultimately airs. Using the breadth of TiVo data, which is the only source of set-top-box data that covers all signal sources, including digital cable, analog cable, satellite, telecom and over-the-air, all while having a national footprint and visibility into full-timeshifted viewing behavior, Simulmedia will be able to provide their customers with new findings regarding the effectiveness of on-air promotions from a whole new lens.

At the core of its business, Simulmedia uses set-top box and other data to address the growing audience fragmentation problem for television networks while simultaneously helping viewers discover shows they might enjoy. The company is constantly improving on-air program promotion to ensure that viewers find shows they like and that programmers can more effectively build loyal audiences.

"We are very excited about our data licensing partnership with TiVo. TiVo's anonymous audience data is the most robust, diverse and nationally distributed in the market, and is already helping Simulmedia improve consumers' TV viewing experience by significantly improving the relevance and timeliness of the program promotions that are delivered by many of the largest broadcast and cable networks in the US," said Dave Morgan, Simulmedia's CEO. "Given that TiVo's viewership data is pulled from multiple sources and tracks timeshifted viewing, it is a crucial addition to our arsenal of set-top box data that we use to draw conclusions on viewer behavior and provide networks with even stronger insight."

Todd Juenger, Vice President & General Manager, TiVo Audience Research & Measurement, said, "It's no secret that in this era of increasing consumer choice and control networks are finding it harder to build audiences for their programs. This is exactly what Simulmedia is helping them achieve, and by using our set-top box data and deep understanding of TV viewers' behavior, including finding the best ways to predict what they will choose to watch if they are made aware of it, Simulmedia is taking a unique, data-driven approach to helping networks solve the problem. We are always on the lookout for partners who can put our data to work in unique and valuable ways that complement TiVo's own Research services, and Simulmedia is a perfect example of this."

About Simulmedia, Inc.
Simulmedia, Inc. ( is a New York City-based media marketing company that delivers television viewership through data-driven program promotion. The company is pioneering the development of predictive technology to help television companies deliver the right on-air promotions to the right viewers at the right time.

The company's founder and CEO is Internet entrepreneur Dave Morgan. Simulmedia is backed by funding from Avalon Ventures, Time Warner Investments and Union Square Ventures.

About TiVo Inc.
Founded in 1997, TiVo Inc. developed the first commercially available digital video recorder (DVR). TiVo offers the TiVo service and TiVo DVRs directly to consumers online at and through third-party retailers. TiVo also distributes its technology and services through solutions tailored for cable, satellite, and broadcasting companies. Since its founding, TiVo has evolved into the ultimate single solution media center by combining its patented DVR technologies and universal cable box capabilities with the ability to aggregate, search, and deliver millions of pieces of broadband, cable, and broadcast content directly to the television. An economical, one-stop-shop for in-home entertainment, TiVo's intuitive functionality and ease of use puts viewers in control by enabling them to effortlessly navigate the best digital entertainment content available through one box, with one remote, and one user interface, delivering the most dynamic user experience on the market today. TiVo also continues to weave itself into the fabric of the media industry by providing interactive advertising solutions and audience research and measurement ratings services to the television industry.

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