Crispin Signs On for TiVo’s Stop Watch

NEW YORK Crispin Porter + Bogusky has signed for TiVo’s Stop Watch ratings service, TiVo announced Tuesday. The service, introduced in February, provides second-by-second program and commercial ratings for both live and time-shifted viewing, data increasingly in demand by advertisers and agencies.

“In this highly competitive industry, it is imperative that we are able to identify new trends and recognize which commercials pique viewer interest, in which programming, and at what point in the programming,” said Jim Poh, vp and director of creative content at Miami-based Crispin, whose clients include Burger King and Volkswagen. “This service will undoubtedly provide insight into the future of TV viewing and give us a better way to track our schedules with more immediacy, ultimately, delivering better results for our clients.”

In addition to Crispin, other clients that have signed for the service include Starcom, Interpublic Group, Media IQ and Media Performance Monitor America (MPMA).