TiVo Takes New Tack Toward TV Ads
ALVISO, CALIF.: TiVo is going after TV ad dollars directly. The digital-video recording maker
issued a “challenge” today, offering advertisers 30 days of interactive
advertising on its medium for the price of a 30-second spot in prime time.
is for advertisers to trade in “the value of their least performing prime-time
30-second TV spot and instead using those funds to buy 30 days of exposure on
TiVo.” TiVo said it would help identify the least-watched ads with its StopWatch
ratings service. StopWatch monitors 72 national networks and 40 smaller ones
and tracks time-shifted viewing on a second-by-second basis.
TiVo’s ad challenge comes less than a week after the U.S. Patent office
reaffirmed the validity of the technology patent disputed by EchoStar. TiVo
went after EchoStar and Dish Network six years ago for allegedly using its time-shifting
technology. The satellite TV provider has been fighting back ever since. A TiVo
executive in September said the final decision is expected in the first quarter
-- Deborah D. McAdams