TiVo has a suite of new audience research and measurement capabilities integrated into a new version of its anonymous Stop|Watch ratings service. These new features, which include the ability to determine what percentage of TiVo users exposed to a program promo ultimately tuned in to watch it, were designed with advertisers, brands and networks in mind and will help improve their ability to more clearly understand how viewers watch TV.

The new iteration of TiVo’s Stop|Watch ratings service, as with previous versions, includes numerous capabilities enabled by TiVo’s Power|Watch ratings service. The added capabilities, such as promo effectiveness, are powered by granular second-by-second set-top box data.

Elissa Lee, VP/TiVo Audience Research and Measurement, said in a statement, “It is no longer sufficient to provide advertisers, brands and networks with just a few simple, stationary insights into what viewers are watching.  We’ve recognized this for quite some time and are constantly looking to find new windows to see into television viewing habits.”

TiVo’s new Stop|Watch ratings service features include:

  • Promo Effectiveness and Promo Conversion – TiVo’s Power|Watch ratings service, enabled by an opt-in panel of 35,000 TiVo subscribers, can identify what percentage of TiVo panelists exposed to a program promo at a certain frequency actually tuned in to the show itself.
  • True Target Analysis – TiVo is adding enhanced reporting capabilities to its True Targets segmenting analysis tool that will enable easy breakdowns and comparisons of viewership of programs and commercials across multiple segments.
  • Incremental Reach – TiVo is also adding reporting tools, powered by its Power|Watch ratings service, to make it simple to determine, with one click of the mouse, the incremental reach delivered by timeshifted viewing of a particular advertising campaign, over any given period of time.

TiVo will begin offering the newest version of its Stop|Watch ratings service which includes these three new features to customers beginning in September 2010.

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