DRTV News Briefs: New TiVo Research Division to Collect Ad Data

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TiVo Inc. announced the creation of a new audience research and measurement division. It provides advertisers data and analysis on DVR viewing of advertising content. Aliviso, CA-based TiVo's research will include assessment and analysis of the impact of fast-forwarding, rewinding, replaying, pausing and other behaviors. The reports are based on anonymous, aggregate data collected from all of TiVo's subscribers across the country, in near real-time, through random analysis of 20,000 TiVo subscribers per given day. The reports are available for almost all nationally aired commercials.

Atomic Direct, Portland, OR, announced that it has released a series of 30- and 60-second direct response television spots for San Mateo, CA-based Limbo 41414. Limbo 41414 is a mobile marketing company whose reverse auctions are conducted by cell phone using SMS text messaging. Popular in Europe, reverse bid auctions by SMS response are relatively new to the U.S. market. In a reverse bid auction, the bidder with the lowest unique bid pays their bid-price for the prize. The first campaign offered the winning bidder a Mini Cooper that sold for $50.43. Limbo offers a range of auctions on their website with prizes ranging from new cars to cash prizes, HDTV's, and iPods. 

YES Interactive, New York, is the first interactive television content provider for Major League Baseball. The service is now available as part of New York Yankees telecasts on YES Network. The new service is available at no additional charge to DirecTV customers who live within the Yankees home television territory and have an interactive receiver.

Direct response television company Guthy-Renker, Palm Desert, CA, announced a strategic partnership with online realty network RealtyTracker, Los Angeles. Guthy-Renker will manage all of RealtyTracker's direct response components for a national media campaign. The company's support will include creative development, execution and distribution of real estate-related content. The goal is to position the RealtyTracker brand for long-term growth and national recognition. RealtyTracker generates over 16,000 home buyer and home seller inquiries each month and has 5,300 active customers.

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