Movie Product Placements dominate on TiVo

Published on January 22, 2009 by PPN Staff · No Comments

According to TiVo, six out of ten (6/10) most-viewed commercials in the DVR playback were theatrical trailers.

For 2008, the leading TiVo playback ad spot was Universal Pictures? ?Forgetting Sarah Marshall.? The 12-household-rated trailer was followed by the Coca-Cola Classic spot on the May 21 finale of American Idol, which was rated as 11.1. Aside from the trailers, the top ten was rounded up by Toyota, AT&T, and Guitar Hero.

While many ads were placed on DVR, Todd Juenger from the TiVo Audience Research and Measurement department claimed that there are still flaws on how the ads are weighed and measured in terms of effectivity.

?Not all advertising is created equal, and DVR viewing does not impact all programs equally,? Juenger said. ?The programs with the biggest budgets, biggest audiences and highest priced advertising are exactly the same programs that are time-shifted the most, and therefore experience the most commercial fast-forwarding. The effect of fast-forwarding on all industry stakeholders is enormous and new business models must be developed.?