Rovi STB data reveals IPG reliance
Set-top box data research from Rovi into consumer engagement with Interactive Programming Guides (IPG) has revealed that 94 per cent of homes now visit the TV listings grid on a weekly basis. Rovi also found that on average, Guide users visit the TV listings grid 15 times daily and interact with it for a combined total of 16 minutes. In addition, usage statistics uncovered that approximately one third of all TV viewing time is a result of choices made from the guide.
Through the Rovi Advertising Network, which provides advanced advertising opportunities across TV and video platforms, Rovi is helping Networks and Programmers deliver campaigns within IPGs that are successfully reaching viewers when they are most receptive. For example, a Network recently executed a campaign to drive tune-in to a prime-time premiere event by running ads within the Guide approximately 1 hour prior to airtime.
Rovi tracking estimated that the campaign banner generated a 75 per cent incremental lift in overall viewership from viewers who were in the guide during the hour. In addition to driving viewership with ad placements running shortly prior to airtime, Networks are using Guide advertising to drive sampling days prior to a show air date. Based on set-top tracking, in one instance the featured program saw viewer increases of 62 per cent over prior show premiers with a campaign that featured optimised banner ads linking to video trailers prior to air, combined with Watch Now direct tune-in capabilities at time of airing.
“The latest usage figures underline the importance of the Guide in helping consumers search and discover great TV entertainment,” said Jeff Siegel, senior vice president, Worldwide Advertising, Rovi Corporation. “Through the Rovi Advertising Network, we’ve been able to allow Networks to tap into this uncluttered environment, stand out from the broad range of content choices now available to consumers, and engage a receptive audience while they are in decision-making mode. With the recent advances we’ve made to the Ad Network we can provide the scale, measurement, and engagement that entertainment Programmers, as well as conventional brands, need to deliver targeted, highly customised TV campaigns with far greater accountability.”