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Direct Response Marketing

Field Reports

1 Dec, 2007 By: Thomas Haire, Courtney Beth Pugatch Response


NBC Universal Breaks Seal for TV Networks in TiVo Deal


NEW YORK — In a move sure to embolden proponents of the effectiveness of direct response television advertising in the burgeoning TiVo age, NBC Universal has become the first TV network to subscribe to StopWatch, TiVo's second-by-second commercial ratings service. The move was announced as part of a larger deal between NBC and the leading digital video recorder (DVR) company that will also allow the network to offer ads designed to specifically lure viewers who may watch shows hours or even days after recording them.

"A year ago, we never would have done a deal with ads which would have introduced into our programming the opportunity for the viewers to leave the live program and enter into the world of time-shifted viewing," Mike Pilot, NBC Universal's president of sales and marketing, told He credited the recent shift in the media buying space to a model based on commercial ratings rather than TV program ratings, saying networks are paying closer attention than ever before to new ad formats that are more likely to draw in viewers who have ever-increasing control over when and where they watch TV.

The idea that measuring consumer reaction — a natural byproduct of a deal like the NBC/TiVo pact — is crucial to advertisers may be a new concept to traditional branders, but not to DRTV marketers. Under this deal, TiVo will allow NBC's 14 TV networks and 10 company-owned and operated TV stations to sell its interactive "tags" — on-screen icons that viewers are able to click to gather more definitive information about the product or service advertised.

The partnership will also allow NBC and TiVo to team up on development of additional advertising products and includes revenue-sharing opportunities. Pilot also told AdAge that the agreement is "another experiment we are doing for research, for learning, for insight into what kinds of ad formats are going to be most effective in the future."


Ticketmaster Launches Affiliate Marketing Network


WEST HOLLYWOOD, Calif. — Ticketmaster, the world's leading event ticketing company, announces the launch of its first-ever online affiliate network in the United States. Consumers and organizations may register to become Ticketmaster affiliates at the company's Web site, The company is the first primary — or original sale — ticket company in the U.S. to offer an affiliate program.

Ticketmaster s new affiliate marketing program is designed to draw more traffic to the company s successful Web site.
Ticketmaster s new affiliate marketing program is designed to draw more traffic to the company s successful Web site.

"Our new affiliate network will link us to marketing and content partners with loyal traffic and bring even more fans to to purchase tickets to our clients' events," says Sean Moriarty, president and CEO (Response, September). "We are going to continue expanding the network with more tools and functionality, and we expect to roll out the program globally in the near future."

Registered affiliates will receive access to use Ticketmaster's new EventEngine widget to create and post a customized Ticketmaster event marketing engine on their Web sites to alert visitors and friends about upcoming events, as well as linking them to and to purchase tickets. Affiliates will also have access to Ticketmaster search buttons, banners and link engines.

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