Rovi: 94% of Homes Using Programming Guides

22 May, 2012 By: Chris Tribbey

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Sampling millions of devices using its interactive programming guides, Rovi Corp. has found that nearly 95% of homes are visiting the TV listings grid on a weekly basis, the company said May 22.

Rovi also reported that average guide users visit TV listings an average of 15 times a day, and spend a total of 16 minutes interacting with it. Roughly one-third of all TV viewing time comes as a result of choices made after viewing programming guides, the company reported.

“The latest usage figures underline the importance of the guide in helping consumers search and discover great TV entertainment,” said Jeff Siegel, SVP of worldwide advertising for Rovi Corp.

Rovi also found that programming ads in the guide help drive consumers to watch, with one programmer running ads an hour before air time, and seeing a 75% incremental lift in overall viewership from viewers who were surfing the guide during that time.

“Through the Rovi Advertising Network, we’ve been able to allow networks to tap into this uncluttered environment, stand out from the broad range of content choices now available to consumers, and engage a receptive audience while they are in decision-making mode,” Siegel said. “With the recent advances we've made to the Ad Network we can provide the scale, measurement and engagement that entertainment programmers, as well as conventional brands, need to deliver targeted, highly customized TV campaigns with far greater accountability."

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