TiVo and Starcom Unveil Power||Watch Ratings Service

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TiVo and Starcom Unveil Power||Watch Ratings Service (Wireless News Via Acquire Media NewsEdge)
TiVo and media planning and buying company Starcom USA haveunveiled
the first data from TiVo's Power||Watch ratings service for the
broadcast month of May.

According to the company, TiVo's Power||Watch ratings serviceprovides
advertisers access to second-by-second program and commercialratings
data, with demographic segmentations, for 20,000 households whohave
volunteered to take part in a "passive" consumer panel --all
subscribers have to do is watch TV, and there are no special loginsor
separate devices needed to participate.

The Power||Watch ratings service provides TiVo's Stop||Watchratings
service subscribers the ability to look at TV viewing broken downby
standard household demographics including income, geography,ethnicity,
number of children and tenure of TiVo subscriber, among others.Given
that these 20,000 TiVo subscribers have expressly consented toTiVo's
collection of their personally identifiable viewing information,TiVo
can associate household data with the viewership data then produce
program and commercial viewership reports by aggregate demographicand
behavioral audience groups. All reports prepared by TiVo using this
data are anonymous, according to the company.

TiVo's Power||Watch ratings service is a companion tool to the
Stop||Watch ratings service, which compiles second-by-secondbehavioral
and viewership data from a separate anonymous sample of 20,000 TiVo
units. The information is offered via an easily sortable databaseof
ratings for nationally run programs and advertisements from cableand
broadcast networks dating back to September 2006, the company said.

May Power||Watch ratings service highlights:

-- The Power||Watch ratings service research indicated that,contrary
to popular perception, subscribers who have used the TiVo servicefor
more than three years, the "early adopters," are no morelikely to
avoid commercials than those who have only been TiVo subscribersfor
one to three years. Essentially, there is no meaningful differencein
the amount of Timeshifted viewing or fast-forwarding between these
subscriber groups.

-- All demographic segments Timeshift and fast-forward commercialsat a
high rate, although the specific commercials viewers choose to skip
varies. For example, there are significant variances in the amountof