Rich Fiscus
22 Jul 2007 10:33
According to the results of TiVo's 6 month old StopWatch ratings program, DVR users are watching movie previews they could easily skip.
StopWatch is a Nielsen-like product that measures audiences for commercials on a second-by-second basis, so that clients may determine the number of people in DVR households that are watching ads live or recorded or not at all, preferring to fast-forward them entirely or in part.
The service also counts households where commercials are rewound and viewed multiple times.
According to Todd Juenger, vice president and general manager of TiVo Audience Research & Measurement, the service is intended to augment the Nielsen TV ratings, which are the currency of the television commercial industry.
According to Todd Juenger, vice president and general manager of TiVo Audience Research & Measurement, there is not necessarily a correlation between the most-watched commercials and the most-viewed TV shows.
Source: Yahoo News