DRTV spots being watched: TiVo

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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.

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