Indiantelevision.com Team

(31 August 2006 1:00 pm)

MUMBAI: TiVo Inc., provider of advertising solutions and television services for digital video recorders (DVRs), has announced its second agency-wide partnership agreement, expanding TiVo's relationship with existing clients of Omnicom Media Group's OMD and PHD business units.

As part of the agreement, OMD and PHD have committed to purchase TiVo's second-by-second advertising and audience measurement research. Also, Omnicom Media Group and TiVo will partner to develop an exclusive engagement study that incorporates TiVo's DVR behavioural data, informs an official release.

TiVo's CEO Tom Rogers said, "As the only truly DVR-based advertising solution available today, TiVo is at the forefront in helping advertisers engage the consumer while allowing subscribers to maintain control of their television entertainment experience. The partnership is all about working with the key advertisers within the OMD and PHD business units to embrace the biggest change in television viewing, consumers fast-forwarding through commercials."

Omnicom Media Group chairman and CEO Daryl Simm said, "We're very pleased to enter into this new partnership with TiVo. Our clients will receive economies of scale on pricing and we will also have the opportunity to participate in TiVo's second-by-second research while also participating in new TiVo service and platform initiatives."

Last month, TiVo announced the creation of a new line of business, TiVo Audience Research and Measurement (ARM), offering advertisers, marketers, networks and advertising agencies second-by-second data and analysis on DVR viewing.

With this data, advertisers will have key insights into the viewership and effectiveness of their TV advertising by network, genre, day- part, time-slot, day of week and pod position. The initial research product, Commercial Viewership Report, provides a deeper and more comprehensive understanding of the creative and media planning strategies that are most effective to reach a fast forwarding consumer. TiVo has a strict privacy policy that ensures, as a default and unless a subscriber elects otherwise, that all data collected is anonymous and aggregate with respect to an individual's viewing habits, adds the release.