TiVo put out a press release Wednesday with the headlineTiVo Launches Power||Watch™ Ratings Service, Teams With Starcom to Release Initial Findings, which struck me as odd since they already announced the launch of Power||Watch last November with a release entitledTiVo Launches Power||Watch™ Consumer Panel with Starcom Partnership.
From the release it just sounds like they’re releasing the first results from the Power||Watch service, which they started putting together last November. Power||Watch consists of a panel of 20,000 TiVo users who have opted in to having personal information gathered. This allows TiVo to associate the viewing data from the TiVo with the known demographic data from the household to provide more valuable data than the anonymous information provided by their Stop||Watch service.
May 2008 Power||Watch(TM) Ratings Service Highlights
– The Power||Watch(TM) ratings service research indicated that, contrary to popular perception, subscribers who have used the TiVo(R) service for more than three years, the “early adopters,” are no more likely to avoid commercials than those who have only been TiVo subscribers for one to three years. Essentially, there is no meaningful difference in the amount of Timeshifted viewing or fast-forwarding between these subscriber groups.
– All demographic segments Timeshift and fast-forward commercials at a high rate, although the specific commercials viewers choose to skip varies. For example, there are significant variances in the amount of time households with children under 12 spent watching commercials for certain product categories during Timeshifted viewing compared to households with adults over 50.
The full press release has more data and more of a breakdown of the initial Power||Watch results.