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TiVo Research and Analytics Now Enables Advertisers to Identify and Target Audiences Based on Behavioral and Attitudinal Traits

TRA Expands Targeting Capabilities by Adding Psychographic Survey Data; In Addition to Accessing Consumer Purchase Behavior, Networks and Advertisers Can Now Understand Viewer Thinking and How It Links to What Is Watched

Company Release - 5/8/2013 7:51 AM ET

NEW YORK, NY -- (Marketwired) -- 05/08/13 -- TiVo Research and Analytics, Inc. (TRA), the largest provider of single source viewing and purchase data for advertisers and networks, has expanded its advertising optimization solution with Power||Watch™, a panel of 48,000 TiVo households that have affirmatively opted in to their personally identifiable viewing information being collected and respond to monthly online surveys. Advertisers will now be able to look at the TV tuning behaviors of households based on attitudes and other behavioral characteristics such as intent to purchase a new vehicle, types of favorite movie genres, political affiliation and travel ambitions -- further improving TRA's ability to help advertisers reach their target audience.

TRA is the leading authority on being able to understand granularly what people watch and what they then buy. With this sample of opt in viewers, TRA now has the ability to delve deeply into understanding more about these viewers in any way an advertiser would like to probe, further enhancing the productivity of their marketing expenditures.

Mark Lieberman, CEO of TRA, said, "Power||Watch™ is a powerful addition to our Media TRAnalytics® platform. We now can help advertisers reach their target audiences on TV based on consumers' attitudes about what they buy. For instance, movie studios can use our solution to allocate ad buys to programs and networks that reach moviegoers that are fans of certain movie genres or are planning to see a movie in a theater that month. Having the largest set-top-box panel of TV households available to answer monthly surveys further expands our ability to help our customers reach the right audience."

To demonstrate the capability of Power||Watch™ for movie studios, TRA compared television series that index high for panelists who went to see Oscar® nominated movies; The Hobbit, Les Miserables and Zero Dark Thirty, in theater. When they are not exploring Middle Earth, Hobbit moviegoers spend their time watching animated sitcoms on Fox such as Bob's Burgers and The Simpsons as well as CW's Arrow and ABC's Once Upon A Time. Les Miserables patrons prefer Glee on Fox as well as figure skating on NBC, The Golden Globe Awards and ABC's The Bachelor. Zero Dark Thirty movie attendees can be found watching CW's Nikita, NFL Football and the Kevin Bacon thriller The Following on Fox. Utilizing this type of easy-to-access analysis, movie studios can now make more informed media buys to reach the households most likely see their movies in theater.

TRA has pre-loaded the following psychographic targeting attributes that are available for use today:

  • Auto "Plan to Purchase"
  • Moviegoer - Plan to watch "title" in theater
  • Moviegoer - Have watched "title" in theater
  • Moviegoer - Movie genre preference
  • Over-the-top video consumption and preference (Netflix, Hulu, Amazon, etc.)
  • Number of TVs and DVRs in household

TRA's TV viewing data, online campaign data, purchase data, demographic and now psychographic data provide one-of-a-kind insights for advertisers to optimize their media buying.

Access to the TV tuning behaviors of Power||Watch™ panelists can be easily accessed through TRA's single-source software solution Media TRAnalytics®. To learn more visit

About TiVo Research and Analytics, Inc. (TRA)
TiVo Research and Analytics, Inc. (TRA), a wholly-owned subsidiary of TiVo Inc. (NASDAQ: TIVO), is a leading media marketing and analytics software company whose products help advertisers, agencies and television networks improve advertising targeting, accountability and return on media investment within the Automotive, Consumer Packaged Goods, and Pharmaceutical industries, as well as a growing number of client CRM engagements. TRA's web-based Media TRAnalytics® and TV Health Ratings platforms matched the TV advertising households actually receive with the products the same households actually buy, enabling TRA clients to find "The Right Audience®" while providing an unmatched level of transparency, measurement, media planning/selling and improved ROI. TRA clients include Procter and Gamble, CBS, A&E Television Networks, ION Media, Oscar Mayer, Sunovian and Starcom MediaVest Group. More information at:

About TiVo
Founded in 1997, TiVo Inc. (NASDAQ: TIVO) developed the first commercially available digital video recorder (DVR). Today TiVo is a global leader in advanced television service for virtually any platform or device. TiVo offers its service directly to consumers, and also distributes its technology and services through solutions tailored for cable, satellite and broadcasting companies. Since its founding, TiVo has evolved into the ultimate single-solution media center by combining its patented DVR technologies and universal cable box capabilities with the ability to aggregate, search and deliver millions of pieces of broadband, cable and broadcast content directly to the television. TiVo also continues to weave itself into the fabric of the media industry by providing interactive advertising solutions and audience research and measurement ratings services to the television industry

TiVo, the TiVo Logo, TRAnalytics, 'The Right Audience', Power||Watch and Purchaser Rating Points are trademarks or registered trademarks of TiVo Inc. or its subsidiaries worldwide. © 2013 TiVo Inc. All rights reserved. All other trademarks are the property of their respective owners.

Source: TiVo