TiVo Reaches Deal to Sell Ads

TiVo Inc. on Thursday said it would sell advertising through its digital video recorders in a deal with WPP Group’s GroupM network of media buying agencies.

GroupM agencies have committed to buying a minimum of advertising time on TiVo devices as a way to reach audiences who record television shows to view at their own convenience and are more likely to skip through traditional commercials.

Under the deal, GroupM can offer clients special pricing to encourage use of TiVo advertising features, such as longer-form entertainment used to promote products and access to information.

GroupM consists of agencies MediaCom Worldwide, Mediaedge:cia Global and MindShare Worldwide. Alviso, Calif.-based TiVo, which made its name by letting users skip television commercials, has since courted advertising as a new revenue stream through agreements with large ad agencies.