Earlier this week, the most-watched moment, during the final Presidential debate between President Barrack Obama and Republican Presidential Nominee Mitt Romney, was announced by a wholly-owned subsidiary of TiVo (News - Alert) Inc., TiVo Research and Analytics, Inc. (TRA).
Across all broadcast and cable networks that aired the debate when measuring the viewership data, countering Governor Romney's assertion that the U.S. Navy has fewer ships than it did in 1917, the most-viewed moment came during President Obama's description of changes in the structure of the U.S. military, by saying, "the question is not a game of Battleship where we're counting ships."
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On a second-by-second basis, TRA was able to provide audience behavioral analysis of the debate by utilizing anonymous viewing data. By measuring the most-rewound and re-watched moments in the debate, TRA viewership information gauges the interest in programming content.
Based on each of the networks news programming to further diagnose the impact of the debates among registered Republicans, Democrats and Independents within age and gender groups and by anonymously matching voter registration data to viewing households, TRA's Media TRAnalytics software system has described the typical audience composition.
Tara Maitra (News - Alert), SVP and GM of Content and Media Sales, TiVo, mentioned that the top moments and other viewing trends of this presidential debate season, beyond being very interesting, are a perfect example of how valuable it can be for advertisers and marketers to have granular insights into what people are watching and what is actually resonating at their fingertips.
For all programs, day-parts and networks, TRA's system provides similar insights. Throughout the election season, TRA will continue to share important viewing metrics. In order to improve advertising targeting, accountability and return on media investment within the Automotive, Consumer Packaged Goods, and Pharmaceutical industries, TRA helps advertisers, agencies and television networks, along with a growing number of advertisers with their own proprietary databases.