Dissecting the NBCU - TiVo Deal
November 27th, 2007 by Bill Gorman
Reuters is reporting that NBC Universal has agreed to use ratings data and other advertising products from TiVo Inc.
Let’s examine the announced portions of the agreement:
1. Advertisers on NBCU networks will have an option of adding a “tag” into television commercials that users will be able to click on to obtain more information.
This seems like a reasonable experiment by NBCU into how people will react to something like this. Will they ever click? Will they call up and complain? Is it worth bothering to do this with other DVRs? It can’t possibly be about advertising revenue with TiVo customers, who’s numbers are insignificant.
2. NBCU also purchased a ratings service from TiVo that provides second-by-second viewership ratings on television commercials.
This would be TiVo’s STOP||WATCH™ service, which a few other networks have signed up for. This also seems like a reasonable investment for NBCU. Knowing how your customers behave is a good thing.
Earlier, TVbytheNumbers did some analysis of the first C+3 commercial ratings information released this season and saw that effectively everyone fast forwards through commercials during DVR playback.
The TiVo numbers I’m interested in will be released tomorrow with their earnings announcement, how many subscribers did TiVo lose this quarter? Any guesses?
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1. they've probably bled most of their DirecTV customer base already
2. Increased (though not "brisk") sales of TiVo HD.
I probably wouldn't go two beers though... ;)
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Winner to be declared by Thursday ;)
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