• by Tom Siebert , September 15, 2006

DVRs scare advertisers; they worry that viewers will skip spots. To placate such fears, TiVo announced a deal with WPP's GroupM network yesterday that is committed to a research and advertising partnership.

In the current arrangement, GroupM--which includes MindShare, MediaCom and Mediaedge:cia--will offer clients pre-negotiated pricing that encourages them to use TiVo's interactive ad products. The two companies have also agreed to design a custom application for an advertiser to drive commerce, similar to the Car Configuration Tool and Movie Ticket Commerce application previously launched on TiVo.

This is the third such agreement TiVo has struck with a major media concern. During the upfront in May, IPG's Interpublic Media signed a preferred client pricing deal with TiVo, based upon bulk purchases for a collection of its clients. Last month, Omnicom Media Group did the same.

"This partnership allows us to help our clients reach a highly affluent consumer base that is fast-forwarding through traditional TV commercials," says Jason Maltby, president and co-executive director of MindShare Broadcast, an operating unit of GroupM.

According to TiVo's CEO Tom Rogers, his company is committed to helping advertisers further connect with their target TV audience and "overcome commercial fast-forwards by designing solutions for unique and exciting advertisements," he said in a statement.

In June, TiVo formed its Audience Research and Measurement to help clients understand the viewing habits of its 4.4 million subscribers and engage the advertisers' target audience.