Published:
TiVo Continues to Lay Foundation as an Advertising Vehicle
Just-Released Research Report Shows 'TiVo Showcase' Drives Viewers to New Fall Programming
While some advertisers are still cursing the
day TiVo changed the way millions of Americans watch television, a recent
study shows it is the television networks themselves who are changing the
commercial-zapping medium into an effective marketing tool. The research
report was released by Integrated Media Measurement Inc. (IMMI), a leading
provider of data to media companies and advertisers that links media
exposure to consumer behavior.
The data, which was collected by monitoring actual media exposure and
individual behavior, shows that of the IMMI panelists who watched a fall
television show promo on TiVo Showcase, a way for TiVo subscribers to
request ads, 42 percent went on to actually watch the show. IMMI tracked
promos for shows on ABC, NBC and CBS during the six-week period leading up
to the fall television premieres.
"The value of using television to promote television shows is very clear,"
said Amanda Welsh, co-founder of Integrated Media Measurement Inc.
"Nonetheless, the TiVo Showcase offered good penetration levels and a
dramatic return on investment when compared to other 'pull' advertising
mechanisms like the Internet."
The study was implemented through a research panel built by IMMI that
mirrors U.S. Census results for fundamental demographics in key markets.
IMMI provides thousands of panel members across the country with a mobile
phone, asking them to carry it with them wherever they go. The mobile
phone is equipped with a technology that creates digital signatures of all
the audio media (television, radio and movies) to which it has been
exposed. IMMI can determine viewing audiences, as well as certain types of
consumer behavior based on a timeline of when the media was viewed or
heard.
Integrated Media Measurement Inc. (IMMI) is the developer of an end-to-end
media measurement system that links media exposure to consumer action.
Using a mobile-phone-based digital monitoring system, IMMI tracks almost
all media 24/7 and helps businesses evaluate the effectiveness of their
advertising campaigns. IMMI is based in San Mateo, Calif. More
information is available at www.immi.com.
Copyright © 2009, MarketWire
Copyright © 2009, NewsBlaze,
Daily NewsTags: ,Media and Entertainment:InformationServices, MediaandEntertainment:Television, ProfessionalServices:Advertising,PRandMarketing, ,CA,SAN MATEO, CA
Search News
Daily News
