NBC, TiVo in Stop/Watch Pact

NEW YORK NBC Universal has entered into a multi-year partnership with TiVo. As part of the agreement, NBC’s owned-and-operated TV stations will subscribe to TiVo’s Stop/Watch second-by-second commercial ratings service and sell TiVo interactive Record Tags in combination with other NBC products.

The tags allow viewers to click on an icon when watching a commercial to obtain more information about that advertiser and then return to the exact place they exited. NBC will offer advertisers detailed reports on the results of information derived from viewers clicking on the tags. TiVo and NBCU will also work to develop additional ad products and will share revenue derived from those products.

NBCU will also begin using TiVo Record Tags in its on-air promotions, which will enable viewers to click to record the particular show that is being promoted.

“With proliferating media options and changing consumer behavior, our clients are asking for new ideas, better metrics and more accountability,” said Michael Pilot, president, NBCU sales and marketing. “Our partnership with TiVo is another example of NBCU’s continuing effort to improve the effectiveness of TV advertising for our clients, evolve the commercial form and expand the value of our advertising inventory.”

TiVo president and CEO Tom Rogers called the agreement “a watershed moment for advertisers, broadcast and cable television and TiVo. Partnering with a TV powerhouse like NBCU to bring TiVo’s intuitive advertising solutions to a broad base of advertisers is a major step forward in the media industry’s efforts to make sure advertisers are able to adapt to the new world of DVR-based viewing.”

NBC is the first broadcast network to subscribe to TiVo’s Stop/Watch commercial ratings service.