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News
TiVo Ad Campaign to be TiVo-Proof
Wednesday, May 2nd, 2007 at 4:00 PM - by John Martellaro
One of the advantages of the TiVo is the ability to skip over uninteresting commercials. So TiVo has had to be particularly clever in its new $15M ad campaign to make their own ads TiVo-Proof, according to the New York Times on Thursday.
TiVo is launching a new, $15M ad campaign. But to make sure viewers dont use their DVRs to skip over those commercials, the company is enlisting an ad agency thats known for its humorous approach to ads that catch peoples attention.
The campaign is intended to demonstrate how the TiVo differs from generic DVRs -- which are increasingly being supplied to cable and satellite customers. "The campaign, now under way, carries the theme "My TiVo gets me," Stuart Elliott reported. "The effort, created by the Kaplan Thaler Group in New York, includes commercials on television and radio and in movie theaters, a pair of Web sites at whogetsme.com and mytivogetsme.com, contests, blog postings and promotional events in large markets like Boston, New York and San Francisco."
An other developing issue is accounting for the viewership of a program deferred with a DVR. Nielsen is planning to change its procedure to account for deferred viewings within a certain time frame after the original airing. That also leads to evaluating the viewership of commercials when the show is played back later.
Even though the TiVo was the prototype DVR (along with Replay) and the term has almost become a generic verb, growth has been slow and differentiation from generic DVRs has been difficult, especially when cable supplied units are rented, not purchased. As of January 31, 2007, TiVo had about 4.4 million subscribers, and there was little year-over-year growth.
"We have spent the better part of the last year coming up with a list of significant differentiated features,� said Thomas S. Rogers, president and chief executive at TiVo in Alviso, Calif. "This is a way to reintroduce TiVo the brand" in a way that will persuade consumers "to say: Im not interested in the generic DVR. I want the TiVo experience," he added.
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