Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Marketers Struggle to Get Folks to Stay Put for the Commercials

Media giants, like Viacom, are devising ways to keep viewers glued to the TV during commercial breaks.

~A

Marketers Struggle to Get Folks to Stay Put for the Commercials – New York Times
TO many people, the commercial break is when you use the restroom, change the channel or grab a snack.

But television networks, under pressure from advertisers who want their commercials to be seen, are trying to change that.

Fixing
the commercial break is the most pressing topic of discussion this
spring between networks and advertisers as they negotiate television ad
sales deals for the next year. Last week, the five broadcast networks
presented their television offerings for the fall season at the annual
sales presentations called the upfronts. Clearly, the pressure to keep
viewers tuned in is greater because of the rising number of digital
video recorders, which allow people to fast-forward commercials.

Filed under: advertising, Consumer, Media, TiVo

Viewers Fast-Forwarding Past Ads? Not Always

A new Nielsen study says people who own DVR boxes still watch two-thirds of commercials on average.

On average, Nielsen found, DVR owners watch 40 percent of commercials
that they could skip over — perhaps because they like ads, don’t mind
them or simply can’t be bothered.

~A

Viewers Fast-Forwarding Past Ads? Not Always – New York Times
People with digital video recorders like TiVo never watch commercials, right?

Add that to the list of urban — and suburban — myths.

It turns
out that a lot of people with digital video recorders are not
fast-forwarding and time-shifting as much as advertisers feared.
According to new data released yesterday by the Nielsen Company, people
who own digital video recorders, or DVRs, still watch, on average,
two-thirds of the ads.

Filed under: advertising, Consumer, Media, TiVo, TV

TiVo To Offer ‘Program Placement’ For Advertisers – 11/29/2006

TiVo To Offer ‘Program Placement’ For Advertisers – 11/29/2006

by David Goetzl, Wednesday, Nov 29, 2006 8:00 AM ET
TIVO, ONCE THE WOULD-BE ASSASSIN of television advertising and now looking to find ways to enhance it, is giving marketers an option that might partly combat its ad-skipping function. The maker of the most-talked-about DVR will allow advertisers to run an ad on the screen after a recorded–and perhaps ad-skipped–show is viewed.

Filed under: TiVo

New TiVo Feature Lets Families Share Videos On TV Via the Web – WSJ.com

New TiVo Feature Lets Families Share Videos On TV Via the Web – WSJ.com
By NICK WINGFIELD
November 14, 2006; Page D1

Watching television and watching Web video have been separate activities, usually occurring in different rooms of the house on different devices. Now the two are starting to blur together in ways that may ultimately make it hard to distinguish between them.

The latest push is by TiVo Inc., the company that pioneered the digital video recorder, or DVR, a device that made it easy to record “The Sopranos” and other programs from cable and other traditional sources of television. The Alviso, Calif., company today unveiled several new features designed to enhance the array of content available to TiVo users to download from the Internet for playback on television sets. The new options include a home movie service, through which users can create an Internet “channel” that automatically broadcasts clips of kids’ birthday parties and other movies over the Internet to family and friends with TiVo recorder boxes.

Filed under: families, TiVo, TV

In a TiVo World, Television Turns Marketing Efforts to New Media – New York Times

In a TiVo World, Television Turns Marketing Efforts to New Media – New York Times
MUCH of the ferment that is remaking Madison Avenue is centered on the changes in television, still the largest and arguably most powerful advertising medium. Two deals that are scheduled to be announced today are indicative of the ways TV is headed in new directions to meet the new needs of marketers.
One deal involves CBS, part of the CBS Corporation, and TiVo, the leader in digital video recorder technology. The agreement is intended to make it easier for TiVo subscribers to sample the four new series on the CBS schedule this fall: “The Class,” “Jericho,” “Shark” and “Smith.”

Filed under: TiVo, TV

In a TiVo World, Television Turns Marketing Efforts to New Media – New York Times

In a TiVo World, Television Turns Marketing Efforts to New Media – New York Times
MUCH of the ferment that is remaking Madison Avenue is centered on the changes in television, still the largest and arguably most powerful advertising medium. Two deals that are scheduled to be announced today are indicative of the ways TV is headed in new directions to meet the new needs of marketers.

Filed under: living target, Media, Promotions, TiVo, TV

TiVo: an Advertiser’s Best Friend?

Advertising Age – MediaWorks – TiVo: an Advertiser’s Best Friend?
Signs Ad Pact With Omnicom for Audience Data

By Abbey Klaassen

Published: August 30, 2006
NEW YORK (AdAge.com) — After nine years on the market, TiVo is serious about courting advertisers. Today the company confirmed it has signed a second major ad holding company to a deal that includes research and experimentation with new interactive ad models.

Filed under: advertising, TiVo, TV

Tivo Users skip around 70% of commericals

Apparently, Tivo users (4.4 million) spend half their time watching prerecorded TV, and skip 70% of commercials during those sessions.
TiVo Is Watching When You Don’t Watch, and It Tattles – New York Times

Filed under: Consumer, TiVo, TV

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