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This
partnership will allow CBS to develop and
measure new strategies to deliver results
for its advertising clients, including learning
how to structure pods and interstitials
to better keep audience attention during
commercial breaks, and develop new and improved
promotional strategies for time-shifted
viewers to build audiences for its programs.
Tivo
Audience Research and Measurement VP, GM
Todd Juenger said, “We are pleased
at how quickly the television industry has
embraced TiVo’s state-of-the-art research
capabilities through the Stop Watch service.
There is no more important issue to the
business of television than understanding
the impact of DVRs on viewing behavior.
"We
believe that CBS is taking advantage of
a remarkable opportunity to help their clients
assess and adapt their strategies in the
age of the DVR.”
CBS
chief research officer David F. Poltrack
says, “As more and more television
viewers add the DVR to their home entertainment
systems and make the transition from linear
to non-linear viewers, we at the networks
must adapt to serve both these newly empowered
viewers and the advertisers seeking to communicate
with them.
“Tivo, through its user database and
its innovative Stop Watch research software,
offers us the opportunity to analyse television
viewing behavior and develop strategies
to maximize the impact of our advertisers’
messages and product placement arrangements
in this new non-linear viewing environment.
"We
also look forward to working with Tivo in
the utilisation of this research resource
to enhance our program promotion and to
gathering valuable feedback concerning the
performance of these programmes.”
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