TIVO has announced a new monthly commercial rating service. The “Top Commercial Rankings” are based on second-by-second data from TiVo DVR’s, and made available via TiVo’s StopWatch data service. The data undercuts many fundamental assumptions about commercial viewing. According to TiVo, four out of five of the most-watched commercials did not run during the ten highest-ranked programs. Two approaches seem to reduce ad-skipping: bare-bones direct-response ads, and film-like spots with high production values.
THE CARMEL GROUP released a new study on the future of DVR adoption. According to the report, 50% of cable subscribers will use DVR’s by 2010, up from 28% today. 32 million cable homes are expected to have the boxes, as cable operators increase their formerly slow adoption of the technology. The change could hurt satellite providers, who embraced DVR’s early and used them as a point of differentiation.
NBC announced a long, long list of improvements and changes to NBC.com, which will roll out in the next few months. The site will add streaming, day-after episodes of Conan O’Brien, over a dozen show-specific interactive games, and a large number of social-networking features. Webisodes, production blogs, behind-the-scenes tours — the network is leaving no interactive stone unturned.
GOOGLE is planning to increase its mobile search offerings, to help consumers find and purchase mobile content. The search giant wants to become the gateway for finding ring-tones, games, and other forms of mobile media. Google is working with content providers and entertainment companies to index their sites for mobile search. No release date is known for the upcoming service enhancement.
NEWS CORP. has finally reached a tentative agreement to purchase DOW JONES at the original $5 billion offer price. The deal will go before the Dow Jones board tonight.