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Ad Measurement for DVR Households
Information Resources, Inc (IRI) has announced a new service designed to measure ad effectiveness among households using Digital Video Recorders (DVRs). The pioneering system has been developed in close co-operation with California-based DVR technology company TiVo, Inc.
PLEASE NOTE: Business Performance Management solutions (BPM) is a service offered by IRI and not another company as stated in today's 'Daily News' emails - apologies to IRI for the misunderstanding.
The new IRI BehaviorScan(r) DVR Service, which is already available, enables national advertisers to quantify the impact of DVR technology adoption on ad effectiveness and ultimately brand and category sales - a key concern of advertisers as revealed in yesterday's DRNO. Through the agreement, IRI will offer TiVo DVRs to its BehaviorScan household panelists and combine panel information with viewership data licensed from TiVo. The service has the support of a consortium of leading national advertisers in the CPG industry.
BehaviorScan's in-market testing service will be used to analyze the purchasing behavior of households who subscribe to the TiVo service compared to households without the TiVo service, in the same market. BehaviorScan DVR promises CPG manufacturers the ability to quantify the impact of DVR technology adoption on ad effectiveness and ultimately brand and category sales, and to gain a deeper understanding of consumers by measuring behavioral differences between TiVo and non-TiVo subscribers.
IRI President and CEO Scott W. Klein says the BehaviorScan DVR Service 'builds upon IRI's historic BehaviorScan heritage to deliver new and meaningful insights into a highly dynamic media environment. We are pleased to be working with an industry leader like TiVo to develop this new breed of insights for today's TV advertisers'. According to Marty Yudkovitz, President of TiVo, Inc., 'The relationship with IRI demonstrates more strongly the value of the 'opt-in' audience data that can be uniquely supplied through the TiVo audience measurement service. By working with IRI, we expect to further advance the sophistication of ad viewing measurement pioneered by TiVo'.
Recent research from Forrester estimates that DVR penetration will reach 41% by 2009. Sales and marketing for the new measurement service are being handled by IRI, whose web site is at www.infores.com
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