Tivo and IRI Launch TV Ad Research Services

ALVISO, Calif. and CHICAGO - TiVo Inc. and market research firm Information Resources, Inc. (IRI), yesterday launched the IRI TiVo Consumer Insights Suite, to provide advertisers, brand marketers, and retailers with the ability to understand the impact digital video recorder (DVR) technology has on consumer viewing patterns and subsequent product sales, as well as the ability to quantify the effectiveness of specific advertising campaigns and brand recognition programs in TiVo DVR households.

The expanded relationship provides viewer and consumer insights from a new national DVR research panel, combined with new media and message testing capabilities, to understand and better leverage the evolving impact of DVRs.
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The IRI TiVo Consumer Pulse solution provides advertisers with TV viewer and consumers sales insights on the effect of DVR time-shifting behavior on sales through an opt-in panel of viewing participants throughout the United States. It identifies sales impact for individual products and brands, delivers new insights on consumers being impacted, and provides new information on the viewing behaviors that actually drive the impact.

Using a national opt-in panel of TiVo homes, generic DVR homes, and non-DVR homes, IRI measures brand purchases to deliver a new understanding of brand performance in DVR households, and the impact of DVRs on product launches, brand extensions, and established brands. TiVo then measures second-by-second commercial viewership in the homes with TiVo service, making it possible for brand purchase results to be traced and compared to the actual viewership of commercials.

Using the IRI BehaviorScan DVR solution, brand marketers, advertisers, advertising agencies, media networks, and cable operators will be able to test specific advertising creative while simultaneously tracking the purchasing behavior of TiVo households and compare that with generic DVR and non-DVR households within the same market, according to IRI.
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