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Tivo Publishes Annual Report on Ad Viewing Habits

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January 08, 2013

Tivo Publishes Annual Report on Ad Viewing Habits

By Shawn Hebert
TMCnet Contributing Writer

Tivo's Research and Analytics (TRA) division has released a great deal of information as to which commercial advertisements its users are watching, rewinding and fast-forwarding during 2012.

As far as retail outlets are concerned, struggling department store, Kmart, delivered significantly lower fast-forward rates than other retailers, including Best Buy (News - Alert) and Wal-Mart. This marks the first time in four years Kmart has scored a victory result in the time-shifted data research.

Even though HDTV manufacturer LG has decreased its number of “spots” (commercials) from 2011, the electronics giant topped Samsung and Panasonic HDTV ads with an average of 30 percent more viewings.

For the fourth year in a row, Verizon (News - Alert) Wireless ads remained perched at number one in the “Wireless Telecom” category, scoring the lowest fast-forward rates overall. Nearly one quarter of its broadcast television spots aired on NBC, giving the company a 25-percent lead over AT&T (News - Alert), Sprint and T-Mobile.

Other winners were the Nintendo 3DS in the “Handheld Video Game Console” category, scoring a much lower fast-forward rate than Sony's PlayStation Vita. 

Barnes and Noble's Nook took top prize in the “Tablet” category, receiving a superior fast-forward rate compared to the Apple (News - Alert) iPad and Amazon Kindle Fire.

Brands were evaluated with respect to how well their ads resonated with Tivo service subscribers, and measured by their inclination to watch, rewind or fast-forward through the brands' spots during time-shifted viewing, according to the research firm. 

Mark Lieber, CEO at TRA Inc., stated that the annual data analysis continues to be an eye-opener for advertisers, giving them a glimpse into the current viewing habits of television viewers.

"Our second-by-second measurement capabilities were able to show that for the first time in four years Kmart saw far less fast-forwarding than other major retailers. Armed with this information, these companies can go back to the board room and figure out better ways to target their desired audience and see an improved ROI from their advertising campaigns,” said Lieber.

A Tivo rep stated that other factors, including fast-forwarding rates during different dayparts and fast-forwarding rates for spots that ran in the first and middle commercial pod positions, were also taken into consideration.

Edited by Braden Becker

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