TiVo's StopWatch(TM) Ratings Service to Provide Monthly Rankings of Top Commercials as Viewed by Tivo Subscribers Second-by-Second Data Reveals Top Live and Timeshifted Commercials and

Least Fast-Forwarded Campaigns



    ALVISO, Calif., July 16 /PRNewswire-FirstCall/ -- A whole new ratings
 race is on. It is not the start of a new TV season yet, but it is the start
 of a whole new ratings competition. TiVo's "Top Commercial Rankings." So
 TiVo says let the competition begin for the most watched, most time-shifted
 and least fast-forward television advertising campaigns in the market
 today.
     TiVo Inc. (Nasdaq:   TIVO), the creator of and a leader in advertising
 solutions and television services for digital video recorders (DVRs),
 unveiled for the first time today the industry's first Top Commercial
 Rankings reports. Using TiVo's StopWatch service's unique ability to track
 consumer viewing behavior on a second-by-second basis, in both Live and
 Timeshifted viewing context, TiVo will release these reports monthly.
     "For many years, various sources have provided rankings of top
 programs. But nobody has ever provided the same type of information for
 commercials. And this is what marketers really care about -- especially
 with the proliferation of DVRs," said Todd Juenger, Vice President &
 General Manager, TiVo Audience Research & Measurement. "We believe these
 monthly reports will be both fun and informative, and provide just a small
 taste of the type of insight into DVR viewing behavior, timeshifting, and
 specific commercial ratings available to subscribers of TiVo's StopWatch
 service."
     Categories tracked in these reports on a monthly basis include Top
 Total Viewing Commercials compared with Total Viewing of Top Programs;
 Timeshifted Commercials compared with Timeshifted Programs; and, Least
 Fast-forwarded Brand Campaigns. TiVo will also track other categories of
 interest including performance advertising on DVRs in key advertising
 categories and other customizable information.
     Two months of data from April and May are shown below for a basis of
 comparison.
     April -- Top Commercials v. Top Programs (Total Viewing)
 
     Top Commercials -- Total Viewing
 
         Brand                            Program              Date      Rating
     1.  Dreamworks Disturbia Movie        House              27-Mar      21.1
     2.  Chase Freedom Credit Card         CSI                 5-Apr      20.4
     3.  GMC Trucks Acadia                 CSI                26-Apr      19.5
     4.  Dyson Slim Vacuum Cleaner         House               3-Apr      17.5
     5.  Apple Macintosh Computer          CSI                12-Apr      16.5
     6.  Universal Georgia Rule Movie      Grey's Anatomy     26-Apr      16.2
     7.  Burger King Restaurant            American Idol      18-Apr      15.3
     8.  Ford Auto&Truck Edge & Fusion     American Idol      18-Apr      15.0
     9.  Cadillac Auto&Truck Various       Grey's Anatomy     19-Apr      15.0
     10. Wendy's Restaurant                Grey's Anatomy     26-Apr      15.0
 
 
     Top Programs -- Total Viewing
 
         Program                      Date            Rating
     1.  Grey's Anatomy              19-Apr            24.5
     2.  Grey's Anatomy              26-Apr            24.3
     3.  American Idol               27-Mar            23.2
     4.  American Idol               10-Apr            22.7
     5.  American Idol               17-Apr            22.4
     6.  American Idol                3-Apr            21.4
     7.  American Idol               18-Apr            20.8
     8.  House                       27-Mar            20.2
     9.  American Idol               11-Apr            19.9
     10. House                       17-Apr            19.8
 
 
     -- In the past, people would generally believe they could look to the most
        popular programs to find commercials with the most viewership. However,
        the TiVo StopWatch ratings service found the highest rated commercial
        among TiVo viewers for April appeared in the eighth highest rated
        program. Conversely, the highest rated program placed only one spot
        among the top ten commercials.
     -- Four of the five highest rated commercials ran in programs not included
        in top ten program viewership.
     -- There is no concentration of top commercials within a particular
        program episode. The top ten commercials appeared in eight different
        program episodes. Only two program episodes had more than one
        commercial spot make the top ten list.
     -- The highest commercial rating (21.1) is 86% of the highest program
        rating (24.5).
 
 
 
     May Top Commercials v. Top Programs (Total Viewing)
 
     Top Commercials - Total Viewing
 
         Brand                               Program          Date      Rating
     1.  Ford Trucks Edge                  American Idol     23-May      27.9
     2.  Sony Surfs Up Movie               CSI               17-May      20.4
     3.  Carefree Hair Remover &
         Moisturizer                       Grey's Anatomy     3-May      18.9
     4.  Apple iPod MP3 Player             American Idol     23-May      18.8
     5.  Axe Deodorant Body Spray          American Idol     23-May      18.6
     6.  Kohls Dept Sales Announcement     CSI                3-May      18.5
     7.  Paramount Transformers Movie      American Idol     23-May      18.3
     8.  Old Navy Clothing Store           American Idol     23-May      17.3
     9.  AT&T Wireless Service             American Idol     23-May      17.3
     10. Buena Vista Ratatouille Movie     Grey's Anatomy    17-May      17.2
 
 
     Top Programs - Total Viewing
 
         Program                      Date            Rating
     1.  Grey's Anatomy              17-May            25.6
     2.  Grey's Anatomy               3-May            24.9
     3.  Grey's Anatomy              10-May            23.8
     4.  American Idol                1-May            23.7
     5.  American Idol               23-May            23.1
     6.  American Idol               22-May            21.7
     7.  Desperate Housewives        20-May            21.1
     8.  American Idol                8-May            20.9
     9.  American Idol               15-May            20.7
     10. Lost                        23-May            20.3
 
 
     -- Unlike April, there was some concentration of top commercials in one
        particular episode -- the May 23rd airing of American Idol placed six
        of the top ten commercials.
     -- Unlike April, the highest commercial rating (27.9) was actually higher
        than the highest program rating (25.6).
     -- While the top programs were largely consistent for both months
        (dominated by Grey's Anatomy and American Idol), Ford and Apple were
        the only two companies to place a commercial spot in the top ten for
        both months.
 
 
 
     April -- Top Commercials v. Top Programs (Timeshifted Viewing)
 
     Top Commercials - Timeshifted Viewing
 
         Brand                              Program             Date    Rating
     1.  Dreamworks Disturbia Movie          House             27-Mar    14.4
     2.  GMC Trucks Acadia                   CSI               26-Apr    14.4
     3.  Chase Freedom Credit Card           CSI                5-Apr    14.1
     4.  Stouffers Corner Bistro Flatbreads  CSI               29-Mar    13.5
     5.  Dyson Slim Vacuum Cleaner           House              3-Apr    11.0
     6.  Apple Macintosh Computer            CSI               12-Apr    10.5
     7.  Olay Body/Radiance RBN Body Wash    CSI               26-Apr     9.6
     8.  Universal Georgia Rule Movie        Grey's Anatomy    26-Apr     8.8
     9.  Sony Perfect Stranger Movie         House             27-Mar     8.3
     10. Sony Spider-Man 3 Movie             Grey's Anatomy    26-Apr     8.0
 
 
     Top Programs - Timeshifted Viewing
 
         Program                      Date            Rating
     1.  Grey's Anatomy              26-Apr            17.4
     2.  Grey's Anatomy              19-Apr            17.2
     3.  American Idol               27-Mar            15.0
     4.  American Idol               17-Apr            14.1
     5.  Lost                        25-Apr            13.6
     6.  Lost                        11-Apr            13.6
     7.  Lost                         4-Apr            13.4
     8.  Desperate Housewives         8-Apr            13.4
     9.  American Idol               10-Apr            13.4
     10. Lost                        18-Apr            13.3
 
 
     -- When looking at timeshifted-only, which means every viewer has the
        opportunity to fast-forward through the commercial, the top five
        highest rated commercials are largely the same as Total Viewing. In
        fact, four out of five are the same.
     -- However, the next five are mostly different. Five of the top ten
        highest rated commercials in timeshifted-only were not among the top
        ten in Total Viewing.
     -- Being one of the top timeshifted programs does not mean the program
        also delivered high levels of timeshifted commercial viewership.  In
        fact, eight of the top ten commercials in timeshifted viewership ran in
        programs that were not in top ten (including five in CSI; three in
        House).
     -- Lost has four episodes on the highest timeshifted viewing list, but no
        episodes on the highest total viewing list.
 
 
 
     May -- Top Commercials v. Top Programs (Timeshifted Viewing)
 
     Top Commercials - Timeshifted Viewing
 
         Brand                             Program              Date    Rating
     1.  Ford Trucks Edge                 American Idol        23-May    16.4
     2.  Sony Surfs Up Movie              CSI                  17-May    15.2
     3.  Kohls Dept Sales Announcement    CSI                   3-May    13.7
     4.  Carefree Hair
         Remover & Moisturizer            Grey's Anatomy        3-May    10.1
     5.  AT&T Wireless Service            CSI                  10-May     9.9
     6.  Universal Knocked Up Movie       Desperate Housewives  6-May     9.8
     7.  Axe Deodorant Body Spray         American Idol        23-May     9.0
     8.  20th Cent Fox Fantastic
         Four Movie                       24                   21-May     9.0
     9.  Benefiber Plus Fiber Laxative    Grey's Anatomy        3-May     9.0
     10. Warner Bros License to
         Wed Movie                        Desperate Housewives 20-May     8.9
 
 
     Top Programs - Timeshifted Viewing
 
         Program                      Date         Rating
     1.  Grey's Anatomy              17-May         17.9
     2.  Grey's Anatomy               3-May         17.3
     3.  Grey's Anatomy              10-May         17.3
     4.  American Idol                1-May         15.4
     5.  Lost                        23-May         14.4
     6.  Lost                         9-May         14.2
     7.  Desperate Housewives        13-May         14.2
     8.  Desperate Housewives        20-May         14.2
     9.  Lost                         2-May         13.7
     10. American Idol               22-May         13.5
 
 
     -- Similar to April, three of the top five commercials in timeshifted
        viewing are the same as total viewing.
     -- Similar to April, the top ten timeshifted programs had only two of the
        top ten timeshifted commercials.
     -- Sony and Universal movie studios were the only advertisers to place
        spots in top timeshifted commercials for both months.
     -- Similar to April, CSI continues to deliver many of the top timeshifted
        commercial spots, even though CSI itself does not make the top ten
        timeshifted programs.
 
 
 
     April -- Least Fast-Forwarded Brand Campaigns
 
     Least Fast-Forwarded Brand Campaigns*
 
     All Measured Networks --
       Daytime & Primetime**                 Broadcast Networks - Primetime
 
           Brand                                 Brand
       1.  Almost Golf Sporting Goods DR     1.  FedEx Kinkos OFC&PRNT
       2.  Perfect Pushup Exercise           2.  RGX Body Spray
           Equipment DR
       3.  Microsoft Office Business         3.  Stouffers Corner Bistro
           Software                              Flatbreads
       4.  Air Hogs Toys DR                  4.  Dannon Activia Yogurt
       5.  Cub Cadet Tractor                 5.  Onstar Vehicle Monitoring Sys
       6.  Hummer Vehicles H3                6.  Dreamworks Disturbia Movie
       7.  X Games Apparel                   7.  Apple Macintosh Computer
       8.  Vizio Plasma TV                   8.  BP Amoco Gasoline
       9.  Play Along Puppy in my Pocket     9.  Macy's Dept Sales Announcement
      10.  Mutual of Omaha                  10.  Chase Freedom Credit Card
           Disability Insurance
 
 
     -- Highest ratio of commercial rating to program rating; min # of 20
        spots
     -- ** StopWatch currently monitors 15 networks: ABC, CBS, FOX, NBC,
        CW, TNT, TBS, USA, CNN, ESPN, DISC, NIK, MTV, COM, HGTV
     -- Most people believe commercials must be entertaining, have big budgets
        and include celebrities to stop viewers from fast forwarding through
        them.  Not necessarily true.  Among all measured networks, the least
        fast-forwarded campaigns were dominated by Direct Response ads.
     -- Virtually all of these campaigns ran during daytime.
     -- When limited to broadcast networks in primetime, more "expected"
        brands/campaigns show up.
     -- Three of the least fast-forwarded campaigns in primetime on broadcast
        also placed an ad in the top ten most viewed ads.
 
 
 
     May -- Least Fast-Forwarded Brand Campaigns
 
     Least Fast-Forwarded Brand Campaigns*
 
     All Measured Networks -
       Daytime & Primetime**               Broadcast Networks - Primetime
 
         Brand                                Brand
     1.  Samsung Group Corp                1. Ford Trucks Edge
         Jitterbug Wireless Service        2. Coldwell Banker RE Online
     3.  Lockheed Martin Corp              3. Claritin-D Allergy Remedy
     4.  Dominican Republic Tourism        4. Kohls Dept Sales Announcement
     5.  Angies List Service               5. Reeses Peanut Butter Cups
     6.  Doubletree Hotels                 6. Nikon D Digital Camera
     7.  Chase Bank Consumer Services      7. Big Lots Store
     8.  Royal Bank of Scotland Intl       8. Sony Surfs Up Movie
     9.  Tax Masters Tax Service Con Svc   9. Buena Vista Pirates of
                                               Caribbean/Lst Wrld Movie
     10. National Car Rental              10. Warner Bros Oceans Thirteen Movie
 
 
     -- Highest ratio of commercial rating to program rating; min # of 20
        spots
     -- ** StopWatch currently monitors 15 networks: ABC, CBS, FOX, NBC,
        CW, TNT, TBS, USA, CNN, ESPN, DISC, NIK, MTV, COM, HGTV
     -- For May, less direct response ads show up on the least fast-forwarded
        list for all networks. Instead, there is a concentration of financial
        service campaigns.
     -- When looking solely at broadcast networks in primetime, motion picture
        campaigns start to appear in abundance on the top ten list as summer
        movie season nears.
     -- Like April, May has three of the top ten least fast-forwarded campaigns
        on primetime broadcast also placing spots in the top ten spots list
        (i.e. Ford, Kohls, Sony Surfs Up Movie).
     The StopWatch ratings service, introduced in February 2007, is offered
 via an easily sortable database of ratings for nationally run programs and
 advertisements in primetime and daytime, with data going back to September
 2006. Each month the StopWatch ratings service will issue the standard
 "Top" lists as well as special analyses of interest, (e.g. top lists by
 program genre, network, or product category). Subscribers to the StopWatch
 ratings service include Starcom USA, the Interpublic Group of Companies,
 Media IQ, and MPMA.
     TiVo StopWatch ratings service data is derived from a daily, aggregate,
 anonymous, stratified random sample of 20,000 TiVo units -- from which the
 second-by-second "clickstream" of behavior and viewership is collected and
 assessed. The StopWatch service includes data for: Total Viewing, Live
 Viewing, Timeshifted Viewing (less than 1 hour, 1-6 hours, 6-24 hours,
 24-48 hours, 2-7 day, and 7-14 day delay), Program Ratings, Commercial
 Ratings and a Commercial Viewership Index. The StopWatch service uses ad
 occurrence data from TNS Media Intelligence to identify commercial spots.
 For more information on the TiVo StopWatch ratings service, visit
 https://stopwatch.tivo.com.
     About TiVo Inc.
     Founded in 1997, TiVo (Nasdaq:   TIVO) pioneered a brand new category of
 products with the development of the first commercially available digital
 video recorder (DVR). Sold through leading consumer electronic retailers,
 TiVo has developed a brand which resonates boldly with consumers as
 providing a superior television experience. Through agreements with leading
 satellite and cable providers, TiVo also integrates its DVR service
 features into the set- top boxes of mass distributors. TiVo's DVR
 functionality and ease of use, with such features as Season Pass(TM)
 recordings, WishList(R) searches, and TiVo(R) KidZone, have elevated its
 popularity among consumers and have created a whole new way for viewers to
 watch television. With a continued investment in its patented technologies,
 TiVo is revolutionizing the way consumers watch and access home
 entertainment. Rapidly becoming the focal point of the digital living room,
 TiVo's DVR is at the center of experiencing new forms of content on the TV,
 such as broadband delivered video, music and photos. With innovative
 features, such as TiVoToGo(TM) transfers and online scheduling, TiVo is
 expanding the notion of consumers experiencing "TiVo, TV your way(R)." The
 TiVo(R) service is also at the forefront of providing innovative marketing
 solutions for the television industry, including a unique platform for
 advertisers and audience measurement research. The company is based in
 Alviso, Calif.
     TiVo, StopWatch, Season Pass, WishList, Series2, Series3, TiVoToGo,
 'TiVo, TV your way' and the TiVo Logo are trademarks or registered
 trademarks of TiVo Inc. or its subsidiaries worldwide. TiVo Inc. All rights
 reserved.
 
 

SOURCE TiVo Inc.

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