TiVo (Nasdaq: TIVO) is kicking off a national ad campaign that will feature New York Jets backup quarterback Tim Tebow pitching products ranging from its Premiere DVR to its new TiVo Stream set-top, which lets viewers watch programming on Apple's (Nasdaq: AAPL) iPhone and iPad.
Click here to view Tebow's video for TiVo.
With TiVo facing increased competition from Cisco (Nasdaq: CSCO), Motorola Mobility, Arris (Nasdaq: ARRS) and other set-top manufacturers supplying DVRs and gateway devices containing up to six tuners to cable operators, the company is using the ad campaign to tout its ability to shuttle live TV and Web video content to multiple devices in subscriber homes. "It's not just an ordinary DVR. It's like magic box that goes out and searches on Hulu and Amazon and Netflix, and it gets everything you like, and brings it to you," Tebow said in a YouTube video Tivo produced to introduce Tebow as its new pitchman.
In addition to featuring Tebow in a series of TV commercials, TiVo said it will plug TV shows, movies and Web video content recommended by Tebow in a "Tim Tebow Zone" section on its Premiere user interface. Tebow is a devout Christian who sparked some controversy during the 2010 Super Bowl, when Focus on the Family ran a pro-life commercial that featured Tebow and his mother. TiVo is using Tebow's family-friendly reputation to tout its product. The company said in Wednesday's announcement that the Tebow Zone would contain "recommended content for kids from TV and the Web."
Tebow isn't the only NFL star appearing in ads for digital set-tops and broadband technology. Time Warner Cable (NYSE: TWC) hired New York Giants wide receiver Victor Cruz earlier this year to star in its TV commercials, and DirecTV (Nasdaq: DTV) signed Giants quarterback Eli Manning and former NFL cornerback Deion Sanders to star for new ads for its NFL Sunday Ticket package that it began running in August. And in September, Cablevision hired former Jets quarterback Joe Namath to star in ads for its OMGFAST wireless broadband service in Florida.
- see Tivo's Tebow video
- see the release
TiVo Stream device lets viewers watch programming on iPad, iPhone
Victor Cruz could help Time Warner Cable combat DirecTV's 'Sunday Ticket' campaigns
Cablevision signs Joe Namath to pitch OMGFAST wireless broadband service