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Cable Technology Feature Article

September 30, 2010

TiVo's PowerWatch Panel Increased to 100,000 Households

By Carolyn J Dawson, TMCnet Contributor

TiVo (News - Alert) Inc., a leader in advanced television and advertising services and solutions for Digital Video Recorders “DVR”, has recently announced that it will be increasing the size of the opt-in panel, which is being used by the PowerWatch ratings service, from 25,000 to 100,000 voluntary TiVo households to be part of the panel.

TiVo can now enable advertisers, even smaller brands and networks with more precise views, and viewing behavior, a precise number is really important to plan their strategic marketing accordingly. PowerWatch’s Quantcast (News - Alert) is used to measure the audience ratings. The advertisers can reap a host of benefits such as the ability to identify and target better programs, networks, and timings so they can get maximum audience viewership for their ad campaigns.

TiVo’s PowerWatch enhances the way TV advertisements are viewed, and the service providers can gain access to second-by-second program and commercial ratings data, which are further segmented based on demographic features such as geography, income, number of children, ethnicity and the tenure of the TiVo subscriber.

The sample size increase makes the TiVo data much more important to uncover viewing patterns and consumer behaviors, and to explore new territories o further the market research. TiVo’s PowerWatch for Quantcast was designed to measure over 10 million web destinations; it offers a comprehensive single source cross platform analysis solution, to evaluate the correlation between online activity and TV viewership.

In a release, the vice president & general manager of TiVo audience research & measurement, Todd Juenger, said, "Adding nearly three times the number of households to our PowerWatch ratings services helps enable advertisers to create even more targeted advertisements and help allocate their ad budgets more effectively, furthering the important role that TiVo is playing in helping the media industry better understand viewing behavior in the age of the DVR. Moreover, this increase only improves the reliability of our single-source, TV and Internet measurement that we created with Quantcast since without adequate sample size, you don't have enough television and especially web exposures to draw any actionable conclusions, and moves us even further ahead of others attempting to mimic what we've achieved in the audience research and measurement space thus far. This intricately detailed portrait we can paint is the answer many in the media and advertising industries are increasingly turning to TiVo for."

Carolyn John is a Contributor to TMCnet. To read more of her articles, please columnist page.

Edited by Stefanie Mosca