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Starcom Signs for TiVo Service
Media planning and buying company Starcom USA has become the first media agency client for TiVo Stop||Watch™, the new second-by-second ratings service recently announced by the DVR pioneer.
TiVo announced the new service at the same time as launching its research division – at the end of July last year (www.mrweb.com/drno/news5775.htm ). In September (www.mrweb.com/drno/news5950.htm ), it announced a partnership with US retail info giant IRI, to link DVR consumer viewing patterns with subsequent product sales. Starcom was also the first media agency client to sign up to TNS' new set top box digital audience measurement service, in November (www.mrweb.com/drno/news6151.htm ).
The new Stop||Watch service aims to improve understanding of timeshifted viewing among the company's 4.5 million DVR subscribers, and includes monthly reports of program and commercial viewing data by network, daypart, genre and pod position.
Starcom will use the service to analyze how fast-forwarding behavior affects commercial ratings and viewer engagement. VP and Video Innovation Director Tracey Scheppach says the firm is 'leading the way for the industry's shift towards a second-by-second negotiation marketplace' and will give clients 'a competitive edge and viewer insights that will put them ahead of the pack'.
Todd Juenger, Vice President & General Manager, TiVo Audience Research & Measurement, comments: 'While we will continue to offer our full line of customized research products, we recognize a clear need for a broader, syndicated monitoring service.' He expects the product to 'continue to advance and evolve.'
Data are derived from a daily, random, anonymous, stratified sample of 20,000 TiVo units, and collated into a series of weekly primetime viewership reports for nationally run programs and advertisements which will be available from February. Report options are Total Viewing, Live Viewing, Timeshifted Viewing (less than 1 hour, 1-6 hours, 24-28 hours, and 2-7 day delay), Program Ratings, Commercial Ratings and a Commercial Viewership Index.
TiVo is based in Alviso, California and is online at www.tivo.com . Starcom is a full-service media division of Starcom MediaVest Group, on the web at www.smvgroup.com .
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