Skating away on the thin ice of a new day

As time shifting becomes the norm for television viewers, the need for “great creative” is falling away, and the placement strategy for ads now becomes paramount. It’s no longer about getting your ad on the most popular show, it’s getting your ad on the show with the most live viewership. It should be interesting to see how programming and advertising react to this change in viewer behavior. What to choose; shows that encourage live viewership, or shows that encourage lots of viewership?

TiVo Release Another Wave of StopWatch Data
None of Most-Watched Ads Ran in Top-Ranked Shows

By Megan McIlroy
Published: September 17, 2007

NEW YORK (AdAge.com) — None of the most-watched commercials by TiVo viewers in July appeared in top-ranking programs, according to results from TiVo’s StopWatch feature.
According to July results from TiVo's StopWatch feature, the more a commercial aired, the more likely it was to be fast-forwarded.
Photo Credit: AP

Todd Juenger, VP-general manager of TiVo Audience Research and Measurement, said, that in a DVR world, it’s better to have good placement than killer creative, noting that brands such as AIG Life Insurance and Tax Masters Tax Service broke into the top five spots for most-viewed commercials.

Read the article here

This entry was written by jim, posted on September 18, 2007 at 12:31 pm, filed under ads & marcomm, biz, experience, video. Bookmark the permalink. Follow any comments here with the RSS feed for this post. Post a comment or leave a trackback: Trackback URL.

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