TiVo introduces TiVo Challenge to advertisers

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Alviso, Calif.—Digital video recorder company TiVo Inc. Monday unveiled the TiVo Challenge, an offer to TV advertisers. TiVo is asking advertisers to “trade in” the value of their lowest-performing prime-time 30-second TV spot and use those funds to buy 30 days of exposure on TiVo.

As part of the offer, TiVo said, it will use its Stop||Watch rating service to determine which of an advertiser’s spots is the most-avoided by viewers using DVRs. TiVo allows marketers to present and activate their offers and messages in the TiVo pause menu. The company also offers fast-forward billboards and interactive tags during TV commercials or in its user interface.

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