Research: TiVo Showcases Jumpstart TV Viewing30 Oct, 2007 By: Erik Gruenwedel
Despite increased numbers of consumers time-shifting television programming via digital video recorders (DVR), a new study found that previews of TV network shows from TiVo actually increased primetime viewing.
The report by Integrated Media Measurement Inc. (IMMI) found that 42% of TiVo subscribers who opted to watch previews of network fall programming actually watched the shows during their initial airing.
The report, which was not commissioned by TiVo, was based on IMMI tracking fall prime time previews for ABC, NBC and CBS over a six-week period.
Respondents were monitored via specialized cell phones that created digital signatures of audio media to which the phone had been exposed.
“The value of using TV to promote TV shows is very clear,” said Amanda Welsh, co-founder of IMMI. “Nonetheless, the TiVo Showcase offered good penetration levels and a dramatic return on investment when compared to other ‘pull' advertising mechanisms like the Internet.”