NBCU Buys Into TiVo Ratings, Interactive Ads
Deal Lets NBC Universal’s 14 Networks and 10 Stations Sell TiVo Ads
By Todd Spangler -- Multichannel News, 11/27/2007 1:49:00 AM MT
NBC Universal inked a multiyear deal with TiVo that will allow the entertainment conglomerate to sell interactive ads for TiVo’s digital video recorders, and under which NBCU will subscribe to its DVR ratings research.
As part of the agreement, NBCU’s 14 television networks and 10 owned-and-operated stations will be able to sell TiVo Interactive Tags in conjunction with existing commercial spots. NBC becomes the first broadcaster to sign on to TiVo’s StopWatch DVR ratings and PowerWatch demographic research services.
Specific terms of the deal were not disclosed. NBC Universal expects to start using the TiVo services Jan. 1. The companies said they will also work together to develop “additional advertising products” and will share revenue from those.
TiVo’s Interactive Tags to advertisers allow viewers to click on an icon when watching a commercial to obtain more information about that advertiser. The DVR then pauses the program to let viewers resume watching after they’ve clicked on an interactive ad. NBCU and TiVo said they will provide metrics to advertisers about the effectiveness of those ad placements.
In addition, NBCU will begin placing TiVo “record tags” into its on-air promotions. Those will let TiVo customers set their DVRs to record a program with just one click.
TiVo president and CEO Tom Rogers, in a statement, said: “Partnering with a TV powerhouse like NBC Universal to bring TiVo’s intuitive advertising solutions to a broad base of advertisers is a major step forward in the media industry’s efforts to make sure advertisers are able to adapt to the new world of DVR based viewing.”
NBCU sales and marketing president Mike Pilot said the deal with TiVo represents “a commitment to our advertisers to offer them better proof of performance and to help ensure their marketing messages resonate in today’s media environment.”
