Madison + Vine: TiVo, advertisers link for new content deals; Best Buy, New Line, BMW create long formats for service that 'threatens' ads.(News)

Advertising Age, January, 2003

Byline: TOBI ELKIN

TiVo is undergoing a quiet revolution that may change its adversarial relationship with the advertising industry.

San Jose, Calif.-based TiVo is luring marketers such as Best Buy Co., New Line Cinema and BMW into unique, long-form advertising and branded content deals that are beginning to find enough traction with its estimated 620,000 subscriber base that some have signed up to run additional programs.

Interest in TiVo as an advertising medium may stem from a desire to experiment, but fear over the system's ad-skipping capability is likely also motivating a new working relationship between TiVo and a handful of marketers. Consumer surveys showed that consumers cite TiVo's ability to skip ads as a key reason they like the...

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