| WHO: |
J.P. Beauchamp - Senior Vice President, IRI Panel & Testing Solutions Group
Luiz G. Duarte - Director of Research, TiVo |
| WHAT: |
The popularity of digital video recorders (DVRs) is on the rise. In fact, by 2011 more than 55 percent of U.S. households will have a DVR, which means more Americans will be changing their TV viewing habits and avoiding commercials. So, how do these habits impact advertising effectiveness and product sales? Media measurement experts J.P. Beauchamp and Luiz Duarte will take a closer look at this important issue by highlighting groundbreaking new findings from a recent IRI/TiVo study in their presentation, “Single-Sourcing: Audience & Consumption Measurement in a Non-Linear World.” They will match the brand purchase behavior of DVR versus non-DVR households, provide insights on what type of ads are not skipped, and examine ways to improve the effectiveness of advertising campaigns for DVR users.
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| WHY: |
As DVR penetration continues to grow throughout the United States, advertisers need to be equipped with insights and solutions to maximize effectiveness and return on investment for product advertising. Advertisers must also be innovative in understanding consumers’ media habits to effectively reach their targets.
The presentation will address such critical questions as:
- How can marketers marry their viewing and purchase data to optimize their media buys to those networks and/or programs most responsive to their brand buyers and least likely to have their commercials skipped?
- Are there profiles of brands/categories seeing impacts of DVR usage?
- Which TV targets, dayparts, and genres are more heavily impacted by DVR usage?
- What are the profiles of heavy and light users of TiVo?
- Does DVR usage drive brand losses?
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| WHEN: |
June 27, 2007, 1:30-3 p.m. (EDT)
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| WHERE: |
The Advertising Research Foundation
Audience Measurement 2.0 Conference
Millennium Broadway Hotel
145 W. 44th Street
New York City, NY 10036
http://www.thearf.org/ |
About IRI
IRI is the world’s leading provider of consumer, shopper, and retail market intelligence and insights supporting 95 percent of the FORTUNE Global 500 consumer packaged goods (CPG), retail and healthcare companies. Only IRI offers the unique combination of integrated market information, automated and predictive analytics, innovative enabling technologies, and domain expertise. With IRI, leading retailers and manufacturers are able to quickly discover breakthrough insights driving smarter decisions and actions across the enterprise for breakthrough results. Companies around the world depend on IRI for improved productivity, stronger brands, and dramatic revenue growth. For more information, visit http://us.infores.com/.
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IRI CONTACTS:
John McIndoe
E-mail: john.mcindoe@infores.com
Phone: (312) 474-3862
Shelley Hughes
E-mail: shelley.hughes@infores.com
Phone: (312) 474-3675