AFI BLOG: Media and Technology

NBC Universal Partners With TiVo on Advertising and Research Solutions - CNN Money

NBCU to Sell TiVo’s Interactive Advertising to Target Fast-Forwarding Viewers and Subscribes to TiVo’s Stop||Watch(TM) Ratings Service

TiVo Inc. , the creator and a leader in advertising solutions and television services for digital video recorders (DVRs), and NBC Universal (NBCU) have entered into a multi-year strategic partnership to leverage the strong content brands of NBCU with the unique advertising, promotional and audience research capabilities enabled by TiVo DVRs. As part of the agreement, NBC Universal’s 14 television networks and 10 NBC owned-and-operated TV stations will be able to sell TiVo Interactive Tags in combination with other NBC products and will subscribe to TiVo’s Stop||Watch second-by-second commercial ratings service. The announcement was made today by Tom Rogers, President and CEO, TiVo and Mike Pilot, President, NBC Universal Sales and Marketing.

Rogers said, “This is a watershed moment for advertisers, broadcast and cable television and TiVo. We have been working tirelessly to help the media industry better understand and solve the significant strategic challenges they face in the age of the DVR. Partnering with a TV powerhouse like NBC Universal to bring TiVo’s intuitive advertising solutions to a broad base of advertisers is a major step forward in the media industry’s efforts to make sure advertisers are able to adapt to the new world of DVR based viewing.”

Said Pilot, “With proliferating media options and changing consumer behavior, our clients are asking for new ideas, better metrics, and more accountability. Our partnership with TiVo is another example of NBCU’s continuing effort to improve the effectiveness of TV advertising for our clients, evolve the commercial form, and expand the value of our advertising inventory.” He added, “We’ve made a commitment to our advertisers to offer them better proof of performance and to help ensure their marketing messages resonate in today’s media environment. This partnership allows us to provide clients with products and solutions to help them analyze, understand and adapt to the new ways consumers are watching television.”

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