CHICAGO, Feb. 8, 2011 /PRNewswire/ -- Zacks.com Analyst Blog features: TiVo Inc. (Nasdaq: TIVO), CBS Corp. (NYSE: CBS), Comcast Corp. (Nasdaq: CMCSA), Dish Network Corp. (Nasdaq: DISH) and DirecTV (NYSE: DTV).
(Logo: http://photos.prnewswire.com/prnh/20101027/ZIRLOGO)
Get the most recent insight from Zacks Equity Research with the free Profit from the Pros newsletter: http://at.zacks.com/?id=4579
Here are highlights from Monday's Analyst Blog:
TiVo Launches Free Website
A provider of interactive advertising solutions and developer of digital video recorder (DVR), TiVo Inc. (Nasdaq: TIVO) recently launched a free interactive website that measures and compares the effectiveness of commercial advertising.
The free website uses TiVo's pioneering research tool Stop||Watch ratings service to analyze the effectiveness of a brand's television commercials in retaining viewers. The service also compares the performance of the brand relative to competing brands.
TiVo Stop||Watch ratings service data is derived from a daily, aggregate, anonymous, stratified random sample of 100,000 TiVo subscribers. The service collects second-by-second behavior and viewership data and analyses the same for the purpose of ratings. The Stop||Watch service uses ad occurrence data from TNS Media Intelligence to identify commercial spots.
Brand managers or Chief Marketing Officers (CMO) are the primary target audience of this interactive website. The website allows comparisons between three brands with national broadcast and cable television spots to determine the one that effectively retains viewers over a timeframe ranging from one week to three months.
The website also displays the weekly performance for each brand with the help of graphical charts, making the measurement more granular and easy to interpret.
We believe this free website will boost TiVo's subscriber base going forward, as marketers and brand managers become more aware of TiVo's second-by-second measurement capabilities and their effectiveness over the current industry standard.
Advertising remains a key growth driver for TiVo. According to media company Nielsen, contrary to fears that DVR would wipe out the value of commercials because of viewers fast-forwarding through advertisements, DVR actually contribute significantly to commercial viewing.
In the U.S., DVR playback added a 16% lift to the average minute of prime-time commercials. The DVR gives advertisers a way to more precisely target viewer demographics.
TiVo currently has research partnerships with NBC and CBS Corp. (NYSE: CBS) and six of the world's largest advertising companies.
We believe that in the long term, advertising revenue could provide a significant revenue stream for TiVo. DVR viewing is becoming a more crucial part of the advertisement buying equation as DVR penetration is expected to grow to 50% in the next 3 to 4 years.
Our Take
We expect new customer wins and partnerships, new cable deals, gradual roll out of distribution deals, product launches and international diversification to drive long-term growth. However, increasing competition offerings from cable and satellite providers such as Comcast Corp. (Nasdaq: CMCSA), Cox, Dish Network Corp. (Nasdaq: DISH) and DirecTV (NYSE: DTV) are threatening its DVR business, resulting in reduced subscriber additions.
We maintain our Neutral recommendation on the stock over the long term. Currently, TiVo has a Zacks #4 Rank, which implies a Sell rating over the short term.
Want more from Zacks Equity Research? Subscribe to the free Profit from the Pros newsletter: http://at.zacks.com/?id=5514.
About Zacks Equity Research
Zacks Equity Research provides the best of quantitative and qualitative analysis to help investors know what stocks to buy and which to sell for the long-term.
Continuous coverage is provided for a universe of 1,150 publicly traded stocks. Our analysts are organized by industry which gives them keen insights to developments that affect company profits and stock performance. Recommendations and target prices are six-month time horizons.
Zacks "Profit from the Pros" e-mail newsletter provides highlights of the latest analysis from Zacks Equity Research. Subscribe to this free newsletter today: http://at.zacks.com/?id=5516
About Zacks
Zacks.com is a property of Zacks Investment Research, Inc., which was formed in 1978 by Leonard Zacks. As a PhD in mathematics Len knew he could find patterns in stock market data that would lead to superior investment results. Amongst his many accomplishments was the formation of his proprietary stock picking system; the Zacks Rank, which continues to outperform the market by nearly a 3 to 1 margin. The best way to unlock the profitable stock recommendations and market insights of Zacks Investment
Research is through our free daily email newsletter; Profit from the Pros. In short, it's your steady flow of Profitable ideas GUARANTEED to be worth your time! Register for your free subscription to Profit from the Pros at http://at.zacks.com/?id=4580.
Visit http://www.zacks.com/performance for information about the performance numbers displayed in this press release.
Follow us on Twitter: http://twitter.com/ZacksResearch
Join us on Facebook: http://www.facebook.com/home.php#/pages/Zacks-Investment-Research/57553657748?ref=ts
Disclaimer: Past performance does not guarantee future results. Investors should always research companies and securities before making any investments. Nothing herein should be construed as an offer or solicitation to buy or sell any security.
Contact: |
|
Mark Vickery |
|
Web Content Editor |
|
312-265-9380 |
|
Visit: www.zacks.com |
|
SOURCE Zacks Investment Research, Inc.
Share this article