DRTV spots being watched: TiVo

Share this article:

The least fast-forwarded television campaigns in April were dominated by direct response ads that ran during the day.

That was a key finding from TiVo Inc.'s first Top Commercial Rankings report. Using TiVo's Stop-Watch service's ability to track consumer viewing behavior on a second-by-second basis, in both Live and Timeshifted viewing context, TiVo will release these reports monthly.

The Stop-Watch ratings service, introduced in February, is offered via a sortable database of ratings for nationally run programs and advertisements in primetime and daytime, with data going back to September 2006.

Categories tracked in these reports on a monthly basis include Top Total Viewing Commercials compared with Total Viewing of Top Programs; Timeshifted Commercials compared with Timeshifted Programs; and Least Fast-forwarded Brand Campaigns.

TiVo will also track other categories of interest, including performance advertising on DVRs in key advertising categories and other customizable information.

The report monitors 15 networks: ABC, CBS, FOX, NBC, CW, TNT, TBS, USA, CNN, ESPN, Discovery, Nickelodeon, MTV, Comedy Central and HGTV.

In April, the least fast-forwarded campaigns were daytime DR campaigns for "Perfect Pushup Exercise Equipment," "Air Hogs Toys," and "Almost Golf Sporting Goods."

In May, fewer direct response ads showed up on the least fast-forwarded list for all networks. Instead, there is a concentration of financial service campaigns.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in News

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

SAP Names New CMO and First CDO

SAP Names New CMO and First CDO

Maggie Chan Jones, who helped Microsoft transition to the cloud, takes over from new chief digital officer Jonathan Becher.

Toshiba Business Solutions Names Melo CMO

Toshiba Business Solutions Names Melo CMO

The 23-year content management veteran will lead new product and service development.

The Risk of Taking Email Full Throttle: Answers

The Risk of Taking Email Full Throttle: Answers

As VP of marketing for the fledgling Targeted Outreach, Tony Smith's charge was to help grow the company—but his gut felt he was walking the ethical line. How should he ...