SOURCE: TiVo

TiVo

September 29, 2010 08:30 ET

TiVo to Increase Its Power||Watch Sample Size to 100,000 Households

Unparalleled Opt-In Sample Size Will Provide Media Industry With Far Greater Audience Insights; TiVo Offerings Such as Power||Watch for Quantcast™, With Its Ability to Measure TV / Online Behavior of Individual Households, to Benefit From Increase

NEW YORK, NY--(Marketwire - September 29, 2010) -  TiVo Inc., a leader in advanced television services and advertising solutions for digital video recorders (DVRs), today announced that it has begun increasing the size of the opt-in panel utilized by its Power||Watch™ ratings service from 25,000 to 100,000 TiVo households that volunteer to take part in the panel. When completed, this increase will make TiVo's Power||Watch ratings service vastly larger than any comparable offering available in the market today, enhancing the capabilities of TiVo audience measurement offerings such as Power||Watch for Quantcast™, which for example will become 10 times bigger than any other Internet / television single source solution. As a result, TiVo can provide advertisers, brands and networks with more precise views into the demographic breakout and viewing behavior of the television audiences most important to them as they create ads and allocate advertising dollars, and with the increased sample, the insights are measureable for many more, smaller brands.

Todd Juenger, Vice President & General Manager, TiVo Audience Research & Measurement, said, "Adding nearly three times the number of households to our Power||Watch ratings services helps enable advertisers to create even more targeted advertisements and help allocate their ad budgets more effectively, furthering the important role that TiVo is playing in helping the media industry better understand viewing behavior in the age of the DVR. For example, instead of just measuring the viewing habits of, say, households containing women with kids who eat cereal, the larger sample size enables a crisper target segment, we will be able to see what's on the TV in households containing women with children who eat cereal brand X, have an income of Y dollars and identify themselves as health food conscious parents, which programs they prefer, and which commercials they watch versus which ones they tend to fast-forward through."

Specifically, as TiVo increases the scope of households to 100,000, advertising clients will reap a host of benefits which include: the ability to better identify and target programs, networks and times where their desired audience can be found; see which ads resonate the best / worst with their True Targets™ audience; learn the unduplicated reach and frequency of their Web and TV ad campaigns; see the effectiveness of TV and Internet ads in driving conversion events on specific Websites; and even observe which programs are most popular with frequent visitors to their websites.

"We use TiVo Power||Watch to enhance the way in which we value a TV ad impression. The increase in sample size will make TiVo data a much more robust source to uncover viewing patterns and consumer behaviors that allow for new and different insights and metrics for our planning and buying teams. We at UM value our partnership with TiVo, and look forward to the expanded sample," said Mike Haggerty, Senior Vice President at Universal McCann.

TiVo's Power||Watch for Quantcast offering was developed by TiVo by combining Quantcast's pioneering Web-based audience insights service that measures over 10 million web destinations with TiVo's Power||Watch service. TiVo's Power||Watch for Quantcast offering provides the most comprehensive single source cross platform audience analysis solution available for evaluating the correlation between television viewership and online activity. The anonymously joined viewing data from TiVo's Power||Watch service along with Quantcast's unique online measurement offering is enabling a revolution in cross-platform audience analysis, and will be further enhanced as TiVo's opt-in panel size moves to 100,000.

At its core, TiVo's Power||Watch ratings service provides advertisers access to second-by-second program and commercial ratings data with varied demographic segmentations for households that have volunteered to take part in a "passive" consumer panel. The Power||Watch ratings service enables media industry subscribers the ability to analyze demographic and viewing behavior data broken down by segments including income, geography, ethnicity, number of children and tenure of TiVo subscriber, as well as specialized segmentations created using a customer's own set of criteria. TiVo can then associate household data with the viewership data and produce program and commercial viewership reports by aggregate demographic and behavioral audience groups known as True Targets. As with all its audience research and measurement offerings, reports prepared by TiVo using data compiled for the Power||Watch ratings service are completely anonymous.

Juenger continued, "Moreover, this increase only improves the reliability of our single-source, TV and Internet measurement that we created with Quantcast since without adequate sample size, you don't have enough television and especially web exposures to draw any actionable conclusions, and moves us even further ahead of others attempting to mimic what we've achieved in the audience research and measurement space thus far. This intricately detailed portrait we can paint is the answer many in the media and advertising industries are increasingly turning to TiVo for."

"Over the past year, we've partnered with TiVo to deliver advertisers cross-platform attribution, program affinity, and reach-frequency insights that were previously unattainable," said Adam Gerber, Quantcast Chief Marketing Officer. "Tripling the Power||Watch panel dramatically increases our national footprint and joint ability to help marketers understand the relationship between TV and online advertising and the impact to online conversion for specific product or brand customer segments."

TiVo made this announcement during the 2010 Advertising Week conference in New York City that runs from September 27 through October 1. Juenger is a panelist at the Advertising Week Data Congress event, September 29 at the Times Center Hall, 243 West 41st St., 11:30 am ET.

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 www.tivo.com 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. www.tivo.com

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