ActiveVideo Networks today announced that measurement of audience viewing and usage habits from field deployments shows how ITV is finally generating new revenue for cable system operators and programmers.
The data, which has been collected from announced and unannounced ActiveVideo markets in the United States, indicates that reach, frequency and engagement are increasing at ActiveVideo-enabled TV sets, including previewing and upgrading to new levels of service; initiating and completing home shopping purchases; and laying the foundation for advertising opportunities through a pattern of consistent use.
Among the examples cited are:
• An increase in tier upgrades of 545 percent over traditional Web and telephone ordering since the launch of an interactive TV preview channel in late December
• Initiation of T-commerce sessions by approximately 10 percent of ActiveVideo-enabled households and increased sales totals since the initial system launch of home shopping in the fall of 2008
• An average ActiveVideo session length of 14.7 minutes, 359 percent more than the average online video view
• Usage on more than 47 percent of applicable set-top boxes across all ActiveVideo-enabled households during 2008
(ActiveVideo, booth 1423)