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Consumer Engagement with Interactive TV Guides on the Rise, Rovi Data Shows

30 May, 2012 By: Jackie Jones

BOSTON – Consumers continue to be more and more dependent on interactive programming guides (IPG), according to new data from Rovi Corp.

Rovi’s set-top-box data from a sample of millions of devices running Rovi IPG products and technologies showed that 94 percent of homes now visit the TV listings grid on a weekly basis, while TV Guide users on average visit the listings grid 15 times a day and interact with it for 16 minutes total. In addition, usage statistics revealed that one-third of all TV viewing time is a result of choices made from the TV Guide, according to Rovi.

“The latest usage figures underline the importance of the Guide in helping consumers search and discover great TV entertainment,” said Jeff Siegel, senior vice president of worldwide advertising at Rovi. “Through the Rovi Advertising Networking, we’ve been able to allow networks to tap into this uncluttered environment, stand out from the broad range of content choices now available to consumers, and engage a receptive audience while they are in decision-making mode. With the recent advances we’ve made to the ad network, we can provide the scale, measurement and engagement that entertainment programmers, as well as conventional brands, need to deliver targeted, highly customized TV campaigns with far greater accountability.”

In another recent survey from Rovi, connected television was found to drive higher engagement between consumers and brands, further driving home the need for marketers to hone in on advanced television advertising strategies (Response This Week, May 2).

“We are on a constant mission to further understand the in-home family dynamic as it relates to changing entertainment consumption habits, and to better acquaint ourselves with consumers’ preferences and engagement levels with interactive advertising,” Siegel said. “As our survey findings help reinforce, advanced TV advertising provides new opportunities for brands to efficiently and effectively reach consumers in the living room.”

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