NEW YORK, NY — TiVo Inc., the Emmy award-winning digital disruptor that revolutionized the way Americans watch television, has joined the Association of National Advertisers’ (ANA) Alliance for Family Entertainment (AFE). It is the first technology company to become a member of the pioneering consortium of some of the country’s largest and most well-known family brands.
“TiVo’s understanding of TV viewers is broad and deep, and its analytics are a powerful tool for improving advertising effectiveness,” said Stephen Quinn, AFE chairman and EVP, chief marketing officer at Walmart. “Its perspective and partnership will be invaluable as we continue to expand our efforts to find, nurture, and support family programming on all platforms.”
TiVo launched in 1999, and its set-top boxes allowed viewers to time-shift their TV watching for the first time, sparking a transformation whose reverberations are still being felt throughout the industry. The company has evolved to become not just a manufacturer but an advertiser, an advertising medium, an insights provider, and a powerful tool to help viewers navigate an endlessly expanding flood of entertainment options.
“In a technology-enabled world, the line between marketer and technologist is rapidly dissipating,” said Bob Liodice, president and CEO of the Association of National Advertisers. “TiVo, being both, can help our advertisers get the maximum ROI on their marketing dollars.”
“Our work is focused on helping both advertisers and viewers get the most out of TV,” added Tom Rogers, TiVo’s president and CEO. “We recognize the vital importance family content plays in the entertainment ecosystem. It makes perfect sense for us to join with the AFE in discovering and supporting family programming. We are excited to be a part of this critical effort.”