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IRI and TiVo Link DVR Viewing and Sales
Digital video recorder (DVR) pioneer TiVo Inc. has continued its recent spate of research-related announcements with news of a partnership with US retail info giant IRI. The IRI TiVo Consumer Insights Suite will link DVR consumer viewing patterns with subsequent product sales.
The new suite also promises the ability to quantify the effectiveness of specific advertising campaigns and brand recognition programs in TiVo® DVR households.
IRI (Information Resources, Inc.) and TiVo will expand their existing relationship, begun in 2004 when IRI supplied TiVo DVRs to a subset of its BehaviorScan household panelists. TiVo's second-by-second viewing analysis will be integrated with the TiVo-user part of IRI's national opt-in consumer behaviour panel, which also includes non-TiVo DVR homes and non-DVR homes – giving the ability to relate it to actual consumer purchasing decisions.
Among the components of the suite, the IRI TiVo Consumer Pulse™ solution provides new insights on the effect of DVR time-shifting behavior on sales through an opt-in US-wide panel of viewers; while the IRI BehaviorScan® DVR solution will enable marketers and advertisers to test specific advertising creative while tracking purchasing behaviour, and to 'experiment with media, mix, and creative strategies to prepare for a world of DVR ubiquity before it becomes a reality.'
Todd Juenger, Vice President & General Manager, TiVo Audience Research & Measurement, comments, 'The IRI TiVo Consumer Insights Suite provides rich, new consumer insights about TiVo usage and sales impact along with a world-class testing capability to fully understand how
advertising creative is viewed, processed and acted upon in the real world. No other research
solution available today can deliver as detailed insight and analysis as this.'
IRI's President of Business and Consumer Insights Sunil Garga says the deal 'empowers advertisers with capabilities to fully leverage DVR technology and connect with their desired consumers in the correct way... In this innovative media landscape, advertisers must be equally innovative in understanding consumers' media habits to effectively reach their target market'.
More information is at http://us.infores.com/page/manufacturers/consumer_understanding .
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