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TiVo’s Interactive Advertising Used To Promote NBA Finals

By Andrew Redfern @ 9th June 2009 5:48 pm

TiVo Inc. (Nasdaq: TIVO), the creator of and a leader in television services and advertising solutions for digital video recorders (DVRs), and the National Basketball Association (NBA), today announced they will work together to promote The Finals using TiVo’s interactive advertising solutions. The NBA is the first professional sports league to embrace TiVo’s interactive advertising solutions.

Additionally, TiVo’s Stop||Watch(TM) ratings service will provide the league with a comprehensive audience measurement report evaluating the entire 2008-09 NBA season as viewed by TiVo subscribers. The report will provide a second-by-second analysis of viewing habits and commercial ratings for every primetime NBA game.

“We are impressed with the power and impact of TiVo’s interactive advertising solutions and audience research,” said NBA Executive Vice President of Marketing Partnerships, Mark Tatum. “This is a great tool for us to further promote The Finals and show advertisers the advantages of live NBA programming to deliver commercial audiences in the world of DVR-based viewing.”

Tara Maitra, general manager and vice president of content services and advertising sales at TiVo Inc said, “This relationship with the NBA should send a clear message to the entire media industry that as DVRs proliferate and the way viewers consume TV evolves, even those who theoretically should be the least concerned about this new DVR environment are finding the kinds of ad and research solutions we provide to be a critical element in helping to understand and succeed in this new media paradigm.

We are proud to be working with the NBA, a leader when it comes to delivering value with advertisers and viewers.”

The NBA will utilize TiVo’s advertising platform to promote viewership of The Finals among the TiVo audience. TiVo’s advertising units never interrupt the viewing experience and are seamlessly embedded into programs. When selected, viewers who are watching live or in timeshifted mode do not miss a second of the program while interacting with the promos for The Finals.

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