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DVR Revolution Brings Closer Monitoring in TiVo
Monday, July 16th, 2007 at 4:00 PM - by John Martellaro
TiVo has announced a new rating service for advertisers, based on the TiVos ability to track, to the second, viewer habits. The StopWatch technology is designed to allow advertisers better insight into viewer habits. The good news is that data only is supplied to the advertisers without personally identifying information, according to Digital Trends on Monday.
Advertisers have been skeptical about modern DVRs for a long time, so much so that even the cable companies in the past were reluctant to promote the technology. Advertisers even went so far as to lobby for the disabling of certain DVR features. However, the problems that technology brings to the advertisers can also be offset by technology.
The TiVo "StopWatch" service will keep detailed records of everything the user does on the DVR including commercials skipped, shows that are watched live and those that are time shifted,
"For many years, various sources have provided rankings of top programs. But nobody has ever provided the same type of information for commercials. And this is what marketers really care about�especially with the proliferation of DVRs," said Todd Juenger, TiVos VP and General Manager for audience research and measurement. "We believe these monthly reports will be both fun and informative, and provide just a small taste of the type of insight into DVR viewing behavior, time-shifting, and specific commercial ratings available to subscribers of TiVos StopWatch service."
The results are polled from 20,000 randomly selected TiVos in the U.S. According to TiVo, the data is "anonymized," which means the data cannot be traced back to individual viewers.
That anonymizing process has been in place for many years, even on the older ReplayTVs. Its just part of the evolution of the DVR and the adjustments that must be made as consumers time shift, buffer, stop action, instant replay, and skip commercials that theyre not interested in watching.
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