TiVo Launches Ad Effectiveness Analysis Site

In the US, digital video recorder (DVR) solutions provider TiVo has launched an interactive web site through which users can analyze how effective a brand's TV commercials are at retaining viewers, and how well they perform in comparison with competing brands.

The free-to-use site, which is powered by TiVo's flagship second-by-second ratings tool Stop||Watch, enables users to compare up to three brands with national broadcast and cable TV spots, to determine which one most effectively retains viewers over a timeframe ranging from one week to three months.

By entering a brand name into the site, the user is able to see which brand retained the most viewers, as well as the weekly performance of each brand shown in a graphical chart.

Tara Maitra, VP, Advertising & Research Sales, says the firm's decision to offer a free look into its anonymous ratings data will help marketers become more aware of its second-by-second measurement capabilities and their effectiveness over the current industry standard.

'TiVo wants to make it easy for all marketers to begin incorporating better metrics into their decision making processes - and we've decided this easy-to-use web tool is a great way to help people understand more broadly the value of our data,' explains Maitra.

The web site is online at: www.tivo.com/ad-scorecard .