Logo

Program from Tivo-Milward Brown Use Responses From 35,000 Subscribers to Create Behavioral, Psychographic Segments; Plus Terms for Set-Top Box Measurement from CIMM

May 12, 2010  •  Post A Comment

By Brian Steinberg, Advertising Age

In another sign that advertisers are growing more interested in determining what types of people watch their ads — rather than just how many — market-research shop Millward Brown is partnering with TiVo in an effort to pair information about specific segments of consumers with data on how people watch television.

Millward Brown, part of the WPP Group, will offer advertisers the ability to ask specific sets of questions to 35,000 TiVo subscribers who have agreed to participate in that company’s panel of respondents. TiVo will use respondents’ answers to assign them to specific behavioral and psychographic segments and then analyze, second by second, aggregated viewing data for each respective grouping.

Trying to put soda ads in front of people more likely to purchase soda has long been a goal of advertisers, yet TV commercials have long been aimed at reaching the broadest swath of viewers at a single moment. With technology granting the possibility of examining TV-watching habits through a cable, satellite or telecommunications company’s set-top box, however, marketers are pressing for more granular data about TV viewers in the hopes of sending them promotions they are more likely to want and recall.

"You buy women 18 to 49 because that’s what’s available," said Todd Juenger, VP-general manager of audience research and measurement, TiVo. "What a horrible disconnect to know your customer so well, but then not be able to have any better way to find them on television other than to resort to basic age and sex demographics. What this is trying to do is trying to bridge that gap."

Many parties are trying to come up with similar efforts to make TV advertising more relevant to specific audiences. Some of it hinges on using consumer data and new technology to beam "addressable" ads to specific households. Other work uses information about particular viewing regions to digitally tweak the copy and narration of TV ads so the promotion is relevant to a specific geography. Even Nielsen, the backer of mainstream ratings about viewership, has been offering measures of “engagement” that reveal different patterns about TV watching.

As of yet, none of these moves have delivered the kind of traction that a Charmin ad featuring Mr. Whipple could achieve decades ago — when media choices were more limited.

"We have got deep insight on psychographics and brand behavior and preferences — consumer attitudes," said Bill Pink, senior VP-marketing science at Millward Brown. But at some point, "somebody says, ‘We’re a heavy TV advertiser, and I’m going to buy TV on 18-to-34 year olds. How does that reconcile with this deep attitudinal information you guys have got there?’"#

NOW, HERE’S THAT ANNOUNCEMENT BY CIMM, THE COALITION FOR INNOVATIVE MEDIA MEASUREMENT

CIMM INTRODUCES NEW LEXICON FOR SET-TOP BOX MEASUREMENT

NEW YORK – (May 12, 2010) – The Coalition for Innovative Media Measurement (CIMM) today introduced the CIMM Set-Top Box (STB) Lexicon, a common set of more than 800 terms for use in analyzing and processing STB measurement.

Available at http://www.cimm-us.org/lexicon.htm, the CIMM STB Lexicon will provide a shared, foundational language to inform CIMM’s forthcoming STB pilot projects. The Lexicon will also support broader industry innovation and collaboration among end users of STB data, including television content providers, media agencies, and advertisers.

“Analysis of set-top box data remains in its formative stages, and getting to the next level in data collection, aggregation, and measurement will require that everyone in the industry speaks the same language,” said Jane Clarke, Managing Director, CIMM. “With the CIMM STB Lexicon, we’re providing a strong foundation for cross-industry collaboration around set-top box data as it becomes increasingly available.”

“We are delighted that CIMM has been so active in addressing the critical common language gap for STB,” said Kate Sirkin, Executive Vice President and Global Research Director for Starcom MediaVest Group. “We believe this will allow all suppliers and data owners to provide a more actionable product to the marketplace and inspire users to really start to integrate insights from the data into their day-to-day plans and buys for their clients.”

The CIMM STB Lexicon covers terms and definitions for actions, business units, data types, ad and program formats, hardware, software, indicators, measurement and metrics related to STB data. CIMM submitted the Lexicon for review to more than 30 companies and organizations, including cable, satellite, and telco distributors, hardware and software companies, and industry associations. CIMM will continue to solicit feedback from across the industry to edit and expand the Lexicon as STB measurement evolves.

Media research consultant Charlene Weisler authored the STB Lexicon, drawing from the RFIs submitted by data and technology providers. Weisler worked closely with Clarke, the companies that submitted RFIs, and the CIMM STB Working Committee.

About CIMM
The Coalition for Innovative Media Measurement (CIMM) was founded by several leading television content providers, media agencies and advertisers to promote innovation in audience measurement for television and cross-platform video. CIMM will explore and identify new methodologies and approaches to audience measurement through a series of pilot studies with independent measurement companies focusing on two key areas: the current and future potential of television measurement through set-top box data, and new methods for cross-platform media measurement.

Current participants are: AT&T, Belo, CBS Corporation, Carat USA, Comcast Networks, ConAgra, Discovery Communications, Gannett, GroupM, Hearst, Interpublic Group’s Mediabrands, Microsoft, NBC Universal, News Corporation, Omnicom Media Group, P&G, PepsiCo, Starcom MediaVest Group Worldwide, Time Warner, Unilever, Viacom and The Walt Disney Company.#

112 Comments

  1. ——————————————————————————————————-

  2. If you’re still on the fence: grab your favorite earphones, head down to a Best Buy and ask to plug them into a Zune then an iPod and see which one sounds better to you, and which interface makes you smile more. Then you’ll know which is right for you.

  3. The new Zune browser is surprisingly good, but not as good as the iPod’s. It works well, but isn’t as fast as Safari, and has a clunkier interface. If you occasionally plan on using the web browser that’s not an issue, but if you’re planning to browse the web alot from your PMP then the iPod’s larger screen and better browser may be important.

  4. Sorry for the huge review, but I’m really loving the new Zune, and hope this, as well as the excellent reviews some other people have written, will help you decide if it’s the right choice for you.

  5. Really nice post here – I don’t know why you don’t just get the most out of these tools whilst they are free.

  6. Great information that is much appreciated. Thank you for providing such interesting content in my quest to lose the flab.

  7. I truly appreciate you taking the time to post this. I really liked reading it and am looking forward to more posts from you! Keep ’em coming.

  8. Great information that is much appreciated. Thank you for providing such interesting content in my quest to lose the flab.

  9. Thanks for your helpful Post, I hope you have a good day!

  10. Great information that is much appreciated. Thank you for providing such interesting content in my quest to lose the flab.

  11. Talking about the stock exchange is always interesting and enlightening. I’ll wait for the next posting. Thank you.

  12. Len Guevin

  13. Now and then I’ll stumble across a post like this and I’ll recall that there really are still interesting pages on the web. ^_^. Thanks.

  14. Great information that is much appreciated. Thank you for providing such interesting content in my quest to lose the flab.

  15. very good article,thans for your sharing

  16. Well, the post is actually the freshest on this laudable topic. I concur with your conclusions and will thirstily look forward to your future updates.

  17. Thanks for your helpful Post, I hope you have a good day!

  18. I was very pleased to find this site.I wanted to thank you for this great read I definitely enjoying every little bit of it and I have you bookmarked to check out new stuff you post.

  19. Keep working ,great job!

  20. Thank you for a great post

  21. Good post, thanks

  22. Talking about the stock exchange is always interesting and enlightening. I’ll wait for the next posting. Thank you.

  23. Excellent read, I just passed this onto a colleague who was doing a little homework on that. And he in fact bought me lunch because I found it for him

  24. Very good text. I’ve found your site via Google and I’m really glad about the information you provide in your articles.

  25. Thanks guys interesting stuff. But really?

  26. Informative information and excellent posts you have!

  27. very good article,thans for your sharing

  28. Nice writing. You are on my RSS reader now so I can read more from you down the road.

  29. I recently came across your blog and have been reading along. I thought I would leave my first comment. I dont know what to say except that I have enjoyed reading. Nice blog. I will keep visiting this blog very often.

  30. Great post!

  31. Thanks for your visiting this http://www.glamour-watches.com/replica-rolex-watches online store.

  32. Warner, Unilever, Viacom and The Walt Disney Company.#

  33. Good post, thanks

  34. Thanks for your visiting this http://www.watchau.com online store.

  35. Your site is very helpful to me, I will come back again.herve leger

  36. Thanks for your visiting this http://www.hello-free.com/freebies online store.

  37. great article, visit http://www.southsuburbanguide.com for weightloss forums and articles as well as tips and tricks to lose weight and be healthy

  38. Hows it Going, Thought you should know that this blog is not showing up properly on the Samsung X820. Although, I’m now browsing this website on my notebook, so thanks!

  39. Thank you for a great post

  40. I’ll gear this review to 2 types of people: current Zune owners who are considering an upgrade, and people trying to decide between a Zune and an iPod. (There are other players worth considering out there, like the Sony Walkman X, but I hope this gives you enough info to make an informed decision of the Zune vs players other than the iPod line as well.) store,best price,electronic,automotive

  41. The new Zune browser is surprisingly good, but not as good as the iPod’s. It works well, but isn’t as fast as Safari, and has a clunkier interface. If you occasionally plan on using the web browser that’s not an issue, but if you’re planning to browse the web alot from your PMP then the iPod’s larger screen and better browser may be important.

  42. Very informative, thanks for clearing up some issues for me! 🙂

  43. I’m having a difficult time viewing this content from my cell phone. Maybe you could alter the site and make it easier to see from these kinds of devices. I’d really apreciate it!

  44. I like this sport. You like it? what you think of it? If you have some time, it may wish to continue your article to share with you the happiness.

  45. This article was very interesting! Post more please! and Thank you very much! Euro Diet Recipes for Weight Control For those who want to quickly and easily get rid of excess pounds. Achieve a healthy lifestyle,exercise, meditation, relaxation, and nutrition advice. This was very helpful to me and my family! I love waking up in the morning and looking through any of these great delicious recipes and think of the beneft in the long run 🙂

  46. Best you should make changes to the page subject title Program from Tivo-Milward Brown Use Responses From 35,000 Subscribers to Create Behavioral, Psychographic Segments; Plus Terms for Set-Top Box Measurement from CIMM : In Depth : TVWeek – Television Industry news, TV ratings, analysis, celebrity event photos to more better for your blog post you write. I loved the blog post yet.

  47. I’ll gear this review to 2 types of people: current Zune owners who are considering an upgrade, and people trying to decide between a Zune and an iPod. (There are other players worth considering out there, like the Sony Walkman X, but I hope this gives you enough info to make an informed decision of the Zune vs players other than the iPod line as well.)

  48. Interesting thoughts here. I appreciate you taking the time to share them with us all. It’s people like you that make my day 🙂

  49. This is good info! Where else can if ind out more?? Who runs this joint too? Keep up the good work 🙂

  50. This is good info! Where else can if ind out more?? Who runs this joint too? Keep up the good work 🙂

  51. High quality info here! Keep up the great work. I love the feelings being expressed.

  52. Keep focusing on your blog. I love how we can all express our feelings. This is an extremely nice blog here 🙂

  53. I love the expression. Everyone needs to express there own opinion and feel free to hear others. Keep it up 🙂

  54. I agree with your thoughts here and I really love your blog! I’ve bookmarked it so that I can come back & read more in the future.

  55. Great wordpress blog here.. It’s hard to find quality writing like yours these days. I really appreciate people like you! take care and see you soon

  56. You make blogging look like a walk in the park! I’ve been trying to blog daily but I just cant find writing material.. you’re an inspiration to me and i’m sure many others!

  57. Nice blog here! Also your website loads up fast! What host are you using? I wish my website loaded up as fast as yours lol

  58. Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.

  59. Way to focus and straight to your point, i love it. Keep up the work people. Dont let anyone stop us bloggers.

  60. Way to focus and straight to your point, i love it. Keep up the work people. Dont let anyone stop us bloggers.

  61. This has genuinely sparked up an idea in my mind. This really is a superb website submit.

  62. Thank you for the great content. I am glad I have taken the time to see this.

  63. I love your blog.. very nice colors & theme. Did you create this website yourself or did you hire someone to do it for you? Plz reply back as I’m looking to create my own blog and would like to know wheere u got this from. thanks

  64. This is the best blog I’ve ever seen in my life! I really appreciate you taking the time out of your busy day to share your this with everyone.

  65. Well, not totally sure about it btw…

  66. Hehe, u cant be serious??

  67. Hehe, u cant be serious??

  68. Well, not totally sure about it btw…

  69. Hehe, u cant be serious??

  70. Hehe, u cant be serious??

  71. Hehe, u cant be serious??

  72. Very okay. agree with most people

  73. Very okay. agree with most people

  74. Hehe, u cant be serious??

  75. Well, not totally sure about it btw…

  76. Very okay. agree with most people

  77. Very okay. agree with most people

  78. Very okay. agree with most people

  79. Well, not totally sure about it btw…

  80. Very okay. agree with most people

  81. I would like to start my own blog one day. This was a really nice blog that you made here. Keep up the success 😛

  82. Way to focus and straight to your point, i love it. Keep up the work people. Dont let anyone stop us bloggers.

  83. You make blogging look like a walk in the park! I’ve been trying to blog daily but I just cant find writing material.. you’re an inspiration to me and i’m sure many others!

  84. Nice blog here! Also your website loads up fast! What host are you using? I wish my website loaded up as fast as yours lol

  85. I had a site about this topic, but I got so much spam I had to close it. You seem to be better at weeding out the spam! Well done!

  86. This is good info! Where else can if ind out more?? Who runs this joint too? Keep up the good work 🙂

  87. I like your blog.

  88. I find myself coming to your blog more and more often to the point where my visits are almost daily now!

  89. Amazing freakin blog here. I almost cried while reading it!

  90. Interesting layout on your blog. I really enjoyed reading it and also I will be back to read more in the future.

  91. Keep focusing on your blog. I love how we can all express our feelings. This is an extremely nice blog here 🙂

  92. Hey how are you doing? I just wanted to stop by and say that it’s been a pleasure reading your blog. I have bookmarked your website so that I can come back & read more in the future as well. plz do keep up the quality writing

  93. Have you considered including some differing opinions to the post? I think it will genuinely enhance viewers’ geting a grasp on.

  94. Love all the opinions expressed here! How is everyone? Love how everyone expresses whatr they feel 🙂

  95. Nice blog subject. thanks for letting me add something!

  96. Hello webmaster can I use some of the information from this post if I provide a link back to your site?

  97. Interesting layout on your blog. I really enjoyed reading it and also I will be back to read more in the future.

  98. Love all the opinions expressed here! How is everyone? Love how everyone expresses whatr they feel 🙂

  99. You make blogging look like a walk in the park! I’ve been trying to blog daily but I just cant find writing material.. you’re an inspiration to me and i’m sure many others!

  100. Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.

  101. Hello. I will tell fairly … the first time has come on your site on purpose “clever spam”. 🙂 But to write that that close on a theme it is necessary to read. Has started to read – it was pleasant, Has subscribed and with pleasure I read. Very to be pleasant your site – interesting The maintenance, pleasant design for reading … 🙂 Happy New 2011 Year

  102. Hello. I will tell fairly … the first time has come on your site on purpose “clever spam”. 🙂 But to write that that close on a theme it is necessary to read. Has started to read – it was pleasant, Has subscribed and with pleasure I read. Very to be pleasant your site – interesting The maintenance, pleasant design for reading … 🙂 Happy New 2011 Year

  103. Thanks for the great post.

  104. I would like to start my own blog one day. This was a really nice blog that you made here. Keep up the success 😛

  105. This is good info! Where else can if ind out more?? Who runs this joint too? Keep up the good work 🙂

  106. I agree with your thoughts here and I really love your blog! I’ve bookmarked it so that I can come back & read more in the future.

  107. Amazing freakin blog here. I almost cried while reading it!

  108. Straight for the level and well written, thanks very much for that info

  109. Dreamin. I love blogging. You all express your feelings the right way, because they are your feeling, focus on your blog it is great.

  110. I agree with your thoughts here and I really love your blog! I’ve bookmarked it so that I can come back & read more in the future.

  111. Apple now has Rhapsody as an app, which is a great start, but it is currently hampered by the inability to store locally on your iPod, and has a dismal 64kbps bit rate. If this changes, then it will somewhat negate this advantage for the Zune, but the 10 songs per month will still be a big plus in Zune Pass’ favor.

Your Comment

Email (will not be published)