by Andrew Redfern @ 5th March 2008 11:16 pm

TiVo Inc today announced that Omnicom Media Group has purchased a subscription to TiVo’s Stop||Watch(TM) ratings service.

The Group’s full service media companies, OMD, PHD, and Prometheus Media Services, will use the comprehensive, second-by-second DVR audience behavioral data to help their clients better understand Live and Timeshifted audience viewing habits and the effectiveness of ad campaigns.

“DVRs are changing the television advertising playing field,” said Michael Atkin, Director of Media Research, OMD. “Having the ability to analyze second-by-second snapshots of audience viewing habits provides a clear advantage to our clients and can significantly impact the business and creative elements of a marketing campaign.

TiVo’s Stop||Watch(TM) service allows us to better evaluate program and commercial DVR viewing habits at the most granular level possible, which, in turn, helps us determine ROI for media investments and enables us to better understand what is resonating with our  clients’ target audiences and what needs retooling.”

OMD, PHD and Prometheus can utilize the TiVo Stop||Watch(TM) ratings service to access an anonymous sample of 20,000 TiVo households to research and analyze viewer behavior on an unmatched second-by-second basis. The data is offered via an easily sortable database designed to track the specific viewership for nationally run programs and advertisements in both
a Live and Timeshifted viewing context.

Todd Juenger, Vice President & General Manager, TiVo Audience Research & Measurement said, “We are very delighted that Omnicom Media Group, one of the largest and most innovative media companies in the world, recognizes the tremendous value that TiVo is bringing to the market. TiVo’s audience research service has quickly emerged as a ‘must have’ for all media industry participants trying to solve significant strategic challenges in the age of the DVR.”

Additionally, TiVo’s advertising sales team will work with OMG to help them bring their clients the most up to date opportunities available on TiVo’s interactive DVR platform.

TiVo Stop||Watch(TM) ratings service data is derived from a daily, aggregate, anonymous, stratified random sample of 20,000 TiVo units — from which the second-by-second “clickstream” of behavior and viewership is collected and assessed.

The Stop||Watch(TM) service includes data for: Total Viewing, Live Viewing, Timeshifted Viewing (less than 1 hour, 1-6
hours, 6-24 hours, 24-48 hours, 2-7 day, and 7-14 day delay), Program Ratings, Commercial Ratings and a Commercial Viewership Index.

The Stop||Watch(TM) service uses ad occurrence data from TNS Media Intelligence to identify commercial spots. For more information on the TiVo Stop||Watch(TM) ratings service, visit https://stopwatch.tivo.com.

Additional subscribers to TiVo’s Stop||Watch(TM) service include: NBC Universal, CBS Corporation, The Interpublic Group, Starcom, Carat USA, MPMA, Crispin Porter + Bogusky, Media IQ and Euro RSCG New York.

Other Related Stories That May Be Of Interest:

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3. TiVo to allow Internet videos downloads straight to their TV’s
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7. 11% of Young Adults Watch TV Online
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