Omnicom Media Group is going to use the ability of DVR service TiVo which allows viewing habits of an anonymous 20K group, for the purpose of getting a precise read on how commercials are being watched and to find out if their messages are resonating. Three of Omnicom’s services, OMD, PHD and Prometheus Media Services will use the date, coming from a subscription to TiVo’s trademarked Stop||Watch ratings service. Omnicom’s Michael Atkin says the data "can significantly impact the business and creative elements of ad campaigns."
