This Wednesday, June 27th, TiVo’s Director of Research, Luiz G. Duarte, will participate in a presentation at The Advertising Research Foundation Audience Measurement 2.0 Conference in New York City.
June 26, 2007 11:23 AM Eastern Daylight Time
IRI and TiVo Examine How DVR Usage Impacts Product Sales
and Advertising Effectiveness at ARF Conference
IRI and TiVo Media Measurement Experts Link TV Viewing Patterns to Purchase Decisions
IRI: WHO: J.P. Beauchamp - Senior Vice President, IRI Panel & Testing Solutions Group Luiz G. Duarte - Director of Research, TiVo WHAT: The popularity of digital video recorders (DVRs) is on the rise. In fact, by 2011 more than 55 percent of U.S. households will have a DVR, which means more Americans will be changing their TV viewing habits and avoiding commercials. So, how do these habits impact advertising effectiveness and product sales? Media measurement experts J.P. Beauchamp and Luiz Duarte will take a closer look at this important issue by highlighting groundbreaking new findings from a recent IRI/TiVo study in their presentation, "Single-Sourcing: Audience & Consumption Measurement in a Non-Linear World." They will match the brand purchase behavior of DVR versus non-DVR households, provide insights on what type of ads are not skipped, and examine ways to improve the effectiveness of advertising campaigns for DVR users. WHY: As DVR penetration continues to grow throughout the United States, advertisers need to be equipped with insights and solutions to maximize effectiveness and return on investment for product advertising. Advertisers must also be innovative in understanding consumers' media habits to effectively reach their targets. The presentation will address such critical questions as: -- How can marketers marry their viewing and purchase data to optimize their media buys to those networks and/or programs most responsive to their brand buyers and least likely to have their commercials skipped? -- Are there profiles of brands/categories seeing impacts of DVR usage? -- Which TV targets, dayparts, and genres are more heavily impacted by DVR usage? -- What are the profiles of heavy and light users of TiVo? -- Does DVR usage drive brand losses? WHEN: June 27, 2007, 1:30-3 p.m. (EDT) WHERE: The Advertising Research Foundation Audience Measurement 2.0 Conference Millennium Broadway Hotel 145 W. 44th Street New York City, NY 10036 www.thearf.org
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John McIndoe, 312-474-3862
Shelley Hughes, 312-474-3675