Sunday, February 13, 2011

TiVo Measures Share of Time Rather Than Share of Voice

TiVo has launched a free, interactive website – Ad Scorecard – where brand managers can determine how much attention their commercial was able to garner.

Does anybody care?

Probably not as many as should care.

What’s interesting about Ad Scorecard is that it measures ad retention. In other words, which commercials kept the viewers’ interest the longest?

Why advertisers should be all over this is something called Attentionomics. As there is infinite choice in what to watch today, but only a finite amount of time in which to watch things, the more time an advertiser gets viewers to spend with their brand, the less time these viewers have to spend with the competitors’ brands.

Until we have more than 24 hours in a day, this is the way it’s going to be.

Which is why smart advertisers should be fighting for share of time as much as they’re currently fighting for share of voice.

TiVo's Ad Scorecard measures share of time.

Advertisers pay their media agencies extremely well to own share of voice.

When will they start paying their creative agencies equally as well for owning share of time?

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