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TiVo & IRI Measure DVR Watching and Purchase Decisions
TiVo and Information Resources have launched a new suite of marketing tools, IRI TiVo Consumer Insights Suite, which TiVo says will provide information on the impact DVR technology has on consumer viewing patterns and product sales.
Using a national opt-in panel of TiVo homes, generic DVR homes and non-DVR homes, IRI measures brand purchases to deliver brand performance in DVR households and the impact of DVRs on product launches, brand extensions, and established brands. TiVo then measures commercial viewership in the homes with TiVo service, making it possible for brand purchase results to be traced and compared to the actual viewership of commercials.
Advertisers can test specific advertising creative while simultaneously tracking the purchasing behavior of TiVo households and compare that with generic DVR and non-DVR households within the same market.