TiVo Inc.(NASDAQ: TIVO), the creator of and a leader in advertising solutions and television services for digital video recorders (DVRs), today announced that it has signed Carat to a comprehensive audience research agreement. Carat, one of the largest media buying shops and among the fastest growing marketing communications groups worldwide, will utilize TiVo’s unique research services to help its clients better understand the most urgent issue facing advertisers today – the impact of DVRs on viewing behavior and especially fast-forwarding of commercials. In addition to access to DVR viewing behavior, TiVo and Carat will also work together to educate Carat clients on ways to reach the fast forwarding viewer, leveraging TiVo ad solutions.
You can tell TiVo's financial call is this afternoon - they've made new announcements yesterday and today. The subscription gives Carat access to both Stop||Watch and Power||Watch programs. DVR utilization is going nowhere but up and advertisers are getting serious about addressing that market. They have to evolve or die, and that's good news for TiVo as they're a leader in this space.