IRI and TiVo Examine How DVR Usage Impacts Product Sales and Advertising Effectiveness at ARF Conference

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



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

About IRI

IRI is the world’s leading provider of consumer, shopper, and retail market intelligence and insights supporting 95 percent of the FORTUNE Global 500 consumer packaged goods (CPG), retail and healthcare companies. Only IRI offers the unique combination of integrated market information, automated and predictive analytics, innovative enabling technologies, and domain expertise. With IRI, leading retailers and manufacturers are able to quickly discover breakthrough insights driving smarter decisions and actions across the enterprise for breakthrough results. Companies around the world depend on IRI for improved productivity, stronger brands, and dramatic revenue growth. For more information, visit

John McIndoe, 312-474-3862
Shelley Hughes, 312-474-3675

About MegaZone

MegaZone is the Editor of Gizmo Lovers and the chief contributor. He's been online since 1989 and active in several generations of 'social media' - mailing lists, USENet groups, web forums, and since 2003, blogging.    MegaZone has a presence on several social platforms: Google+ / Facebook / Twitter / LinkedIn / LiveJournal / Web.    You can also follow Gizmo Lovers on other sites: Blog / Google+ / Facebook / Twitter.
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