Tivo and IRI launch DVR research service

Tivo and Information Resources (IRI) have launched a new service designed to show advertisers and marketers what impact digital video recorders (DVRs) are having on consumer viewing behaviour and their eventual purchasing decisions.

The first strand of the IRI Tivo Consumer Insights Suite measures brand purchases in Tivo, generic DVR and non-DVR households. TV viewing data collected from Tivo homes is then analysed, and brand purchase results are matched against exposure to adverts.

IRI said advertisers can also use the panel to test out specific creative executions, while measuring any subsequent impact on sales.

Scott Klein, president and CEO for IRI, said: “DVR penetration continues to grow throughout the US and advertisers need to be equipped with the most informative insights and solutions available to maximise effectiveness and ROI of marketing communications.”

IRI first partnered with Tivo in 2004, supplying its BehaviorScan household panelists with the latter's DVRs.