a. What information is being sought by advertisers and television industries?
The television industry are trying to understand the pattern of their viewers. What channels are being watched often and at what time period, so they can commercialize their products through advertisements when views are most vulnerable.
b. Why might advertisers and television programmers want to know which commercials viewers watch and/or skip?
Time is of the essence. The pattern of the viewers is a very important thing to keep in mind and the television media needs to monitor what kind of ads attract the audience and what throws them away. They need to understand what ads the viewers like to watch and what they skip. For example, suppose you are watching a show like "Blue Mountain State" which is very popular teen show which involves a lot of sex, nudity, drugs and drama, and if you place an advertisement about condoms right during the brakes, that could be effective, or any ad about any product as long as it show cases a sexually explicit women with a good amount of skin showing, that kind of ad running will be affective, rather then a Johnson and Johnson baby power lotion ad.
c. Why might TiVo be uniquely able to provide this data?
TiVo can provide this data because it isn’t personal data. This data would also be available because of surveys, and technical details done by the viewers. They can see what shows people record and watch afterwards. TiVo can also monitor which ads are skipped.
d. What are some examples of consumer packaged goods?
Canned food, or preserved food, clothing, tobacco, cellphones, water are examples of consumer packaged goods.
e. How does TiVo profit from selling data about its consumers' viewing behaviors?
This data is very crucial for the advertisers. They need to know when what channels are viewed by most viewers so that advertisements can be plan when to place their ads to enhance and get maximum coverage of their audience and it has to be in sync with the shows so that the ads are appropriate for the mood set of the viewers. Hence this information is very very crucial for the advertisers so that not only they have maximum viewers but this will help enhance their sales.
f. How has digital video recording technology affected advertisers and viewers?
Digital video recording enables the viewers to skip ads and move right into shows. This poses a real threat and challenge for the advertising companies because they have to really meet the mark, and make their ads an unique and competitive as possible and stretch their boundaries and play outside the box to be able to catch attention and engage the audience within 2-3 seconds. Every channel flick can cause the loss of millions of dollars in expensive commercials therefore, ads really have to hit the edge and be very audience interactive.
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