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| Home > InteracTiVoty > TiVo Audience Research: Do Vignettes Really Work? - Greg DePalma-TiVo, Inc | |||||
TiVo Audience Research: Do Vignettes Really Work? - Greg DePalma-TiVo, Inc
Last Updated: September 13, 2011 at 03:49 PM GMT By Greg DePalma As the new television season premieres roll out, BBC America and AT&T are the first to create brand integration with real stopping power. Prior to the August 27th premiere of BBC America's top-rated Doctor Who Advertising Age reported a new ad format that blurs the lines between content and commercials. AT&T's team worked with the show's executive producer and director to create a "bridging scene" commercial vignette. Not only is this a breakthrough creative idea, but TiVo's commercial ratings proved its success. The 60-second AT&T "Rethink Possible" commercial doubled the audience versus the average commercial rating. In the chart below, the line tracks second-by-second program and commercial ratings. The ratings include live and time-shifted viewing over three days. The commercial break at 9:27 represents a typical U-shaped viewing drop off in DVR homes. The commercial break at 9:42 shows the stopping power of the AT&T "bridging scene" commercial vignette.
The reason this is so important for BBCA, AT&T, and all TV advertisers is the growing adoption of DVRs and commercial skipping. DVR penetration is 40% in the US, and in primetime, 55% of all broadcast and cable network programs are watched in time-shifted mode. And to no surprise, when viewers time-shift, they overwhelming fast-forward the six-figure priced commercials. With double digit CPMs in this year's upfront, it will be interesting to see how many advertisers follow suit with new commercial formats, and double check the CPM return on investment. Greg DePalma is Vice President of Audience Insights at TiVo Inc., where he consults with advertiser, agency, and network clients to increase commercial effectiveness in a DVR world. Greg can be reached at gdepalma@tivo.com. To communicate with or to be contacted by the executives and/or companies mentioned in this column, link to JackMyers Connection Hotline.
Post a Comment
Wow. What was the lift in non-DVR households?
Posted at 07:08 AM on Sep 13, 2011 by Jim A
This is fascinating, but this article only hints at the full story: The article says that the "commercial doubled the audience versus the average commercial rating", but this isn't explained further anywhere else in the text, and it's not evident from the graph, especially given that the Y-axis is unlabelled. Curious readers want to know more! :)
Posted at 03:22 PM on Sep 14, 2011 by Kevin Killion
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