NEW YORK TiVo said today it signed an advertising and research agreement with Omnicom Media Group's OMD and PHD units.
It's the second agency-wide partnership pact for TiVo, which inked a multi-million dollar advertising agreement with Interpublic Media in May during the network TV upfront.
As more consumers embrace digital video recorders and the ability to skip or fast-forward through commercials, agencies and advertisers have sought to learn how best to reach them, leading TiVo, creators of the first DVR, to form its Audience Research and Measurement unit last month.
In addition to buying advertising at preferred pricing, OMD and PHD have agreed to purchase TiVo's second-by-second advertising and audience measurement research tracking the viewing habits of TiVo's 4.4 million subscribers. Omnicom also plans to partner with TiVo to develop an exclusive engagement study that incorporates TiVo's digital video recorder behavioral data.
"Our clients will receive economies of scale on pricing and we will also have the opportunity to participate in TiVo's second-by-second research while also participating in the new TiVo service and platform initiatives," said Daryl Simm, chairman and CEO of Omnicom Media Group.