February 8th 2005

TiVo Finds New Role As 'Replay Chart' Compiler

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You may not realise that TiVo produces charts of the most replayed moments in TV.

While advertisers have been complaining that PVRs such as TiVo are encouraging ad-skipping, TiVo's recent 'replay chart' shows that some of you are actually rewinding and watching the ads all over again.

During Superbowl XXXIX last Sunday, the most replayed moment wasn't a play in the game, or Paul McCartney's half time show. It was the spoof wardrobe-malfunction during a commercial for GoDaddy.com.

Could this be the start of a new tactic by advertisers? If you can make your commercial interesting enough that users will watch it again (and again) TiVo might increase, not decrease, your exposure. There could be a whole new style of commercial - the 'what was that?' ad, encouraging a second viewing.

Whatever, advertisers have to accept that PVRs can be used to their advantage if they think outside of the box, instead of just complaining.

"The Super Bowl is a totally different viewing experience for families that have the command and control of TiVo to pause and replay the most favorite parts of the game," said Matt Wisk, TiVo Chief Marketing Officer. "This year's big game once again drew what will probably be the largest global television audience of the year, and Super Bowl advertisers benefited once again from this visibility. But marketers who walked the finest line on taste still had the most success in getting viewers to sit up and take notice."