Now, this could throw things for a loop. Ratings have traditionally been used by advertisers to determine where to place their ads. Placing your ad on the most watched shows logically would mean putting your commercial in front of the most people. The thing is, no one ever rated the commercials, only the programs.
TiVo, the industry leader in DVR technology, is trying to address just that issue. With the proliferation of DVR technology in recent years (19% of homes now how a DVR), “time-shifting” has become a new obstacle to tracking viewer habits. Since TiVo has access to what its subscribers watch and how they watch it, they can give advertisers specific information about which ads are being watched live, time-shifted, fast-forwarded and more.
Check out the whole story and some sample ratings from April and May in the article below:
http://money.cnn.com/news/newsfeeds/articles/prnewswire/CLM04016072007-1.htm
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