Gemstar-TV Guide International Inc. announced Tuesday that a major
advertising-effectiveness study showed that TV Guide Interactive is a 'powerful'
TV Guide Interactive's interactive program guides are now in 8 million
digital-cable homes. The service generated ad-recall levels consistent with
print and television advertising, said Gemstar, which commissioned the study by
Ipsos-Reid Corp. and Ipsos-ASI.
The study -- which measured advertising by six unidentified companies via TV
Guide Interactive -- found that all six posted 'significantly higher' recall
scores after advertising when compared with recall prior to advertising, the
All told, 1,174 adults 18-plus were interviewed for the study in June and
The researchers also found that 66 percent of IPG users switch to the guide
when a commercial airs on the channel they are watching.
'We will continue to conduct advertising proof-of-performance studies to
validate IPG-advertising effectiveness,' Gemstar senior vice president of
corporate market research Sharon Polanksy said in a prepared