Using the TiVo Stop||Watch ratings service, a comprehensive second-by-second program and commercial ratings research product, CP+B now has the means to access a broad database on audience viewing behavior, and a unique ability to track specific commercial viewership, in both Live and Timeshifted viewing context.
“In this highly competitive industry, it is imperative that we are able to identify new trends and recognize which commercials pique viewer interest, in which programming, and at what point in the programming,” said Jim Poh, Crispin Porter + Bogusky. “TiVo Stop||Watch ratings service provides invaluable information that enables us to better understand DVR viewing behavior, timeshifting, and fast-forwarding and how they impact commercial ratings. Having the ability to gauge what viewers are watching, or not watching, on a second-by-second basis is invaluable in a changing media landscape. This service will undoubtedly provide insight into the future of TV viewing and give us a better way to track our schedules with more immediacy, ultimately, delivering better results for our clients.” Mr. Poh noted that nearly 20 percent of all homes already have DVRs and if an agency is unable to understand viewers watching television this way they are going to be left behind by the competition.
More in the complete press release.
