TiVo will launch “Stop||Watch Local Markets,” a comprehensive research tool that provides anonymous, second-by-second ratings data for programs and commercials airing in local U.S. markets. Stop||Watch Local Markets will be launched over the course of the summer, prior to the fall season, with the specific markets being prioritized by the first customers of the service.
The announcement was made during the National Association of Broadcasters’ NAB Show in Las Vegas, which runs from April 17-23.
“The dearth of information on television audiences in local markets, especially for specific commercial viewership, is astonishing in this day and age,” said Todd Juenger, Vice President & General Manager, TiVo Audience Research & Measurement. “Even the biggest markets are stuck with sample sizes of less than 1,000 households, no commercial ratings, and limited Timeshifting data – and most smaller markets are still relying on diaries. With optimization of ad dollars and ROI more important than ever, advertisers, agencies, broadcasters, cable networks and distributors simply must have better audience data to make informed business and programming decisions and accurately access the performance of advertising campaigns.”
Stop||Watch Local Markets harnesses all of the comprehensive anonymous research capabilities – massive sample size, second-by-second measurement, and Timeshifting data – that TiVo currently provides for national programming and commercials and brings it to a local level to help evaluate local programming and advertising.