TiVo Signs Carat To Comprehensive Audience Research Subscription
TiVo Inc.(NASDAQ: TIVO), the creator of and a leader in advertising solutions and television services for digital video recorders (DVRs), today announced that it has signed Carat to a comprehensive audience research agreement. Carat, one of the largest media buying shops and among the fastest growing marketing communications groups worldwide, will utilize TiVo’s unique research services to help its clients better understand the most urgent issue facing advertisers today – the impact of DVRs on viewing behavior and especially fast-forwarding of commercials. In addition to access to DVR viewing behavior, TiVo and Carat will also work together to educate Carat clients on ways to reach the fast forwarding viewer, leveraging TiVo ad solutions.
As part of the research package, Carat can utilize the TiVo Stop||Watch™ ratings serviceto access an anonymous sample of 20,000 TiVo households to research and analyze viewer behavior on an unmatched second-by-second basis. The data is offered via an easily sortable database designed to track the specific viewership for nationally run programs and advertisements in both a Live and Timeshifted viewing context. As a Stop||Watch subscriber, Carat also will have access to TiVo’s newest research offering, the Power||Watch™ Consumer Panel. Power||Watch service will provide Carat with access to demographic and viewing behavior data for 20,000 TiVo households who voluntarily opted to take part in a consumer panel. Power||Watch service provides program and commercial ratings reports sorted by standard aggregate demographic dimensions, and also affords the opportunity for clients to survey the Panelists to create custom segments for their brand.
Sarah Fay, Carat CEO said, “TiVo data adds a critical element to understanding what is really going on in DVR homes. Having recently integrated our traditional and digital marketing capabilities, we were impressed with the depth and breadth of TiVo’s audience research services. This model for aggregating television audience viewing patterns complemented our vision for the future of marketing communications. TiVo’s Stop||Watch and Power||Watch services bring the accountability and measurability associated with the Internet to the largest form of media - television. With such a granular level of viewer behavioral research our fingertips, we can gauge the effectiveness of clients’ marketing campaigns with a high level of detail and accuracy.”
“TiVo is committed to working hand-in-hand with marketers, agencies and networks to help them better understand television viewing habits and which programs and advertisements are resonating with their target audiences,” said Todd Juenger, Vice President & General Manager, TiVo Audience Research & Measurement. “Marketers no longer need to guess or approximate fast-forwarding behavior and the audience for their commercials. With second-by-second data, with demographic and custom segmentations, from a sizeable sample of DVR households, advertisers can finally calculate a precise ROI for their media investment, and optimize that investment over time.”
As part of the comprehensive agreement, TiVo will also work with Carat to act on the results of its viewership findings and deliver the best advertising solutions designed to maximize the effectiveness of ad campaigns and reach viewers who are fast-forwarding through commercials.
“Demand for TiVo’s unique interactive advertising and audience measurement solutions grows as advertisers continue to embrace DVR technology as a means to understand and connect with their target audience that is fast-forwarding through traditional television advertising,” said Karen Bressner, Senior Vice President of Advertising Sales TiVo. “We are excited to add Carat, a well-respected media agency, to our growing list of partnerships and are optimistic about the long-term benefits this partnership will bring all parties.”
About TiVo Inc.
Founded in 1997, TiVo (NASDAQ: TIVO) pioneered a brand new category of products with the development of the first commercially available digital video recorder (DVR). Sold through leading consumer electronic retailers and our website, TiVo has developed a brand which resonates boldly with consumers as providing a superior television experience. Through agreements with leading satellite and cable providers, TiVo also integrates its DVR service features into the set-top boxes of mass distributors. TiVo’s DVR functionality and ease of use, with such features as Season Pass™ recordings, WishList® searches, and TiVo® KidZone, have elevated its popularity among consumers and have created a whole new way for viewers to watch television. With a continued investment in its patented technologies, TiVo is revolutionizing the way consumers watch and access home entertainment. Rapidly becoming the focal point of the digital living room, TiVo’s DVR is at the center of experiencing new forms of content on the TV, such as broadband delivered video, music and photos. With innovative features, such as TiVoToGo™ transfers and online scheduling, TiVo is expanding the notion of consumers experiencing “TiVo, TV your way.®” The TiVo® service is also at the forefront of providing innovative marketing solutions for the television industry, including a unique platform for advertisers and audience measurement research. The company is based in Alviso, Calif.
TiVo, Season Pass, WishList, Series2, Series3, ‘TiVo, TV your way’ Power||Watch, Stop||Watch and the TiVo Logo are trademarks or registered trademarks of TiVo Inc. or its subsidiaries worldwide. © 2007 TiVo Inc. All rights reserved.
Carat is a global independent media communications network, with over 100 offices in over 80 countries. Carat is transforming communications – creating communications that transform clients’ businesses and leading transformation of the communications world. Carat provides a full range of services – including media and market research; communications planning; media planning and buying; multicultural communications; corporate trade; branded entertainment; direct and digital marketing; experiential and sponsorship services; and marketing analytics and consulting. Carat is part of the Aegis Group – a leading marketing services company listed on the London Stock Exchange. For more information, visit the company’s website at www.carat.com.
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