Digital video recorder pioneer TiVo, blamed in part for the wide scale skipping of 30-second TV commercials and the downfall (rebirth?) of modern media, is now planning to charge advertisers to find out just how often viewers ignore their messages.
Two advertiser groups have signed up for the company’s new Audience Research and Measurement (ARM) service, which will gather in “near real time” a random analysis of 20,000 of its subscribers per day to study viewing patterns and interactions with commercials.
Clients Nissan Motor and OMD NEXT, a consortium of 14 Omnicom Media Group clients including McDonald’s, Bank of America, GE and Visa, can now watch in slow motion, and with some degree of horror, how watching TV has changed forever.
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