This Wednesday, June 27th, TiVo’s Director of Research, Luiz G. Duarte, will participate in a presentation at The Advertising Research Foundation Audience Measurement 2.0 Conference in New York City.
Details:
June 26, 2007 11:23 AM Eastern Daylight Time
IRI and TiVo Examine How DVR Usage Impacts Product Sales
and Advertising Effectiveness at ARF Conference
IRI and TiVo Media Measurement Experts Link TV Viewing Patterns to Purchase Decisions
–(BUSINESS WIRE)–
IRI:
WHO: J.P. Beauchamp - Senior Vice President, IRI Panel & Testing
Solutions Group
Luiz G. Duarte - Director of Research, TiVo
WHAT: The popularity of digital video recorders (DVRs) is on the
rise. In fact, by 2011 more than 55 percent of U.S.
households will have a DVR, which means more Americans will
be changing their TV viewing habits and avoiding
commercials. So, how do these habits impact advertising
effectiveness and product sales? Media measurement experts
J.P. Beauchamp and Luiz Duarte will take a closer look at
this important issue by highlighting groundbreaking new
findings from a recent IRI/TiVo study in their
presentation, "Single-Sourcing: Audience & Consumption
Measurement in a Non-Linear World." They will match the
brand purchase behavior of DVR versus non-DVR households,
provide insights on what type of ads are not skipped, and
examine ways to improve the effectiveness of advertising
campaigns for DVR users.
WHY: As DVR penetration continues to grow throughout the United
States, advertisers need to be equipped with insights and
solutions to maximize effectiveness and return on
investment for product advertising. Advertisers must also
be innovative in understanding consumers' media habits to
effectively reach their targets.
The presentation will address such critical questions as:
-- How can marketers marry their viewing and purchase data
to optimize their media buys to those networks and/or
programs most responsive to their brand buyers and least
likely to have their commercials skipped?
-- Are there profiles of brands/categories seeing impacts
of DVR usage?
-- Which TV targets, dayparts, and genres are more heavily
impacted by DVR usage?
-- What are the profiles of heavy and light users of TiVo?
-- Does DVR usage drive brand losses?
WHEN: June 27, 2007, 1:30-3 p.m. (EDT)
WHERE: The Advertising Research Foundation
Audience Measurement 2.0 Conference
Millennium Broadway Hotel
145 W. 44th Street
New York City, NY 10036
www.thearf.org
About IRI
IRI is the world’s leading provider of consumer, shopper, and retail market intelligence and insights supporting 95 percent of the FORTUNE Global 500 consumer packaged goods (CPG), retail and healthcare companies. Only IRI offers the unique combination of integrated market information, automated and predictive analytics, innovative enabling technologies, and domain expertise. With IRI, leading retailers and manufacturers are able to quickly discover breakthrough insights driving smarter decisions and actions across the enterprise for breakthrough results. Companies around the world depend on IRI for improved productivity, stronger brands, and dramatic revenue growth. For more information, visit http://us.infores.com.
Contacts
IRI
John McIndoe, 312-474-3862
john.mcindoe@infores.com
or
Shelley Hughes, 312-474-3675
shelley.hughes@infores.com
