Wednesday, September 19, 2007

TiVo Announces Results of its Stop||Watch(TM) Commercial Rankings for July

TiVo Announces Results of its Stop||Watch(TM) Commercial Rankings for July:

Pharma/OTC category has highest number of least fast-forwarded ads

PR Newswire via NewsEdge Corporation

ALVISO, Calif., Sept. 17 /PRNewswire-FirstCall/ -- TiVo Inc. (Nasdaq: TIVO), the creator of and a leader in advertising solutions and television services for digital video recorders (DVRs), today announced its Top Commercial Rankings for July, as viewed by TiVo subscribers.

Categories tracked using TiVo's Stop||Watch(TM) ratings service include standard "Top" lists: Top Total Viewing Commercials compared with Total Viewing of Top Programs; Timeshifted Commercials compared with Timeshifted Programs; and Least Fast-Forwarded Brand Campaigns, in addition to a special monthly analysis of interest -- comparing the Least Fast-Forwarded Brands in Primetime for several product categories for January to April and May to July.

Top 5 Least Fast-Forwarded Brands, by Product Category (broadcast networks, primetime)*:

    Motion Pictures      January 2007 - April 2007             May 2007 - July 2007         Brand                                 Brand     1. 20th Century Fox Epic              1. New Line Rush Hour 3     2. Paramount Blades of Glory          2. 20th Century Fox Fantastic Four     3. Universal Alpha Dog                3. Universal Evan Almighty     4. MGM Hannibal Rising                4. Warner Brothers License to Wed     5. Dreamworks Disturbia               5. Focus Evening       Automobiles      January 2007 - April 2007             May 2007 - July 2007         Brand                                 Brand     1. Chevrolet HHR                      1. Lincoln MKZ Leasing     2. Chevrolet Auto & Truck Various     2. Volkswagen Auto & Truck Various     3. Saturn Aura                        3. Hyundai Sonata     4. Nissan Altima Leasing              4. Hyundai Auto & Truck Various     5. Ford Fusion                        5. Ford Taurus       Soft Drinks      January 2007 - April 2007             May 2007 - July 2007         Brand                                 Brand     1. Coca-Cola Classic                  1. Accelerade     2. Red Bull                           2. Mountain Dew     3. Pepsi                              3. Seven-Up     4. Diet Cherry Vanilla Dr. Pepper     4. Diet Pepsi Max     5. Gatorade AM                        5. Red Bull       OTC Remedies      January 2007 - April 2007             May 2007 - July 2007        Brand                                 Brand      1. Sudafed PE Nasal Decongestant      1. Off FamilyCare Smooth & Dry                                              Insect Repellent     2. Afrin No-Drip Nasal Spray          2. Excedrin Extra Strength Pain                                              Caplets     3. Aleve Pain Relief Nasal Gels       3. Sudafed PE Nasal Decongestant     4. Excedrin Tension Headache          4. Claritin-D Allergy Remedy        Pain Remedies     5. Alka-Seltzer Plus Cold Tablets     5. Midol Menstrual Complete Max                                              Strength Pain Reliever      * Highest ratio of commercial rating to program rating among timeshifted       viewers; min # of 20 spots. No Promos or PSAs included.  

"The standard monthly Top 10 lists of overall least fast-forwarded commercials have been extremely well received but have left many people wanting more -- so this month we take a look at a few specific product categories," said Todd Juenger, Vice President & General Manager, TiVo Audience Research & Measurement.

    --  Very rarely did a brand make the Top 5 list for both time periods.         The only brands to achieve that were Red Bull, Sudafed PE Nasal         Decongestant, the Excedrin family, the Ford family, and the 20th         Century Fox and Universal movie studios.     --  Seasonality is clearly in play.  Top movie spots are driven by         schedule of openings.  OTC remedies are driven by seasonal ailments.  

Mr. Juenger noted that these rankings should not be interpreted as a scorecard of 'who had the best commercials' and that media placement has a significant impact on fast-forwarding behavior, likely playing a larger role than the creative itself. In an effort to level the playing field, the analysis was restricted to broadcast networks in Primetime. Mr. Juenger also pointed out that brands with heaviest ad schedules are at a disadvantage because the more often spots run, the more likely the overall amount fast-forwarding regresses toward the mean.

     July -- Top Commercials v. Top Program Episodes (Total Viewing)      Top Commercials - Total Viewing          Brand                       Program                 Date        Rating     1.  Universal I Now             America's Got Talent    26-June        6.8         Pronounce/Chck&Lry     2.  French's Classic            48 Hours Mystery         7-July        6.5         Yellow Mustard     3.  AT&T Wireless Service       America's Got Talent    26-June        6.4     4.  Bali Bras & Panties Women   America's Got Talent    26-June        6.4     5.  OFF Family Care Smth&Dry    48 Hours Mystery         7-July        6.4         Insect Rplnt     6.  Excedrin Back&Body Ex       48 Hours Mystery         7-July        6.3         STR Pain Caps     7.  Neutrogena Ultra Sheer      48 Hours Mystery         7-July        6.3         Sun Block     8.  Lysol Power Toilet          48 Hours Mystery         7-July        6.3         Bowl Cleaner     9.  Chevrolet Trucks Silverado  America's Got Talent    26-June        6.2     10. Gatorade RTS Beverage       America's Got Talent    26-June        6.2       Top Program Episodes - Total Viewing          Program                         Date            Rating     1.  The Closer                      23-July           10.4     2.  The Closer                       2-July           10.0     3.  The Closer                      16-July            9.7     4.  The Closer                      25-June            9.7     5.  The Closer                       9-July            9.4     6.  So You Think You Can Dance      27-June            9.3     7.  So You Think You Can Dance      18-July            9.0     8.  So You Think You Can Dance      28-June            8.9     9.  So You Think You Can Dance      25-June            8.7     10. Studio 60 on the Sunset Strip   28-June            8.5      --  It is officially summer: the first time a cable network has made the         Top 10 list -- TNT's The Closer occupies top five spots in total         rating.     --  It is officially summer (Part II): the highest rated show garnered a         10.4 total rating -- in May the highest rated show had a 25.6 rating.     --  Studio 60 on Sunset Strip refuses to die among TiVo viewers, still         cracking the Top 10.     --  All of the Top 10 Commercials aired during two programs that were not         in Top 10 Total Viewership.     --  AT&T Wireless made the Top 10 list for Total Viewership for 3rd         consecutive month.  

Mr. Juenger added, "The fact that all of the Top 10 commercials ran in programs that did not even make the Top 10 list is really quite interesting. Moreover, the two programs which had all the top commercials were ranked 13th and 37th in total viewership (June 26 episode of America's Got Talent ranked 13th, total rating of 8.1 and July 7 episode of 48 Hours Mystery ranked 37th, total rating of 6.5). While this seems surprising, it occurred because both these programs had both a large total rating and a high percentage of Live viewership (where viewers could not fast-forward through commercials)."

    --  Live Viewership Breakout (Primetime):          Ranking           Program                   Date         Rating         1st               America's Got Talent      26-June      4.5         2nd               America's Got Talent      10-July      4.3         3rd               48 Hours Mystery           7-July      4.1        July -- Top Commercials v. Top Program Episodes (Timeshifted Viewing)      Top Commercials - Timeshifted Viewing          Brand                              Program         Date         Rating     1.  Thompsons ADV Water Seal           Monk            13-July         3.3     2.  IHOP Restaurant                    Monk            20-July         3.2     3.  TGI Friday's Restaurant            Big Brother 8   29-July         3.1     4.  Keebler Sandies Drops Cookies      The Closer       2-July         3.1     5.  Walt Disney Underdog Movie         The Closer       9-July         3.0     6.  OnStar Vehicle Monitoring System   Psych           27-July         3.0     7.  New Line Hairspray Movie           Burn Notice     19-July         3.0     8.  Keebler Fudge Shoppe Cookies       The Closer      25-June         2.9     9.  Advil Pain Reliever Tablets        Monk            27-July         2.8     10. Paramount Hot Rod Movie            Big Brother 8   19-July         2.8       Top Program Episodes - Timeshifted Viewing          Program                            Date         Rating     1.  The Closer                          2-July         7.3     2.  The Closer                         23-July         7.2     3.  The Closer                         25-June         7.2     4.  The Closer                         16-July         7.1     5.  The Closer                          9-July         6.8     6.  So You Think You Can Dance         18-July         5.9     7.  So You Think You Can Dance         25-July         5.8     8.  So You Think You Can Dance         27-June         5.8     9.  Studio 60 on the Sunset Strip      28-June         5.3     10. So You Think You Can Dance         28-June         5.2       --  The Top 10 Timeshifted programs were exactly the same as the Top 10         Total programs, although in a slightly different order.     --  The percent of Timeshifted viewing was again quite high this month --         The Closer had 70% of its viewing on Timeshifted basis and 62% of         viewing for So You Think You Can Dance was Timeshifted.     --  As usual, none of the Top Commercials in Timeshifted Viewing were the         same as the Top Commercials in Total Viewing.     --  While three of the Top Timeshifted spots appeared in separate episodes         of The Closer, none of the Top Timeshifted spots appeared in So You         Think You Can Dance.     --  The vast majority (8 out of 10) of Top Timeshifted commercials         appeared on cable networks.     --  While the Top Timeshifted Program had a rating of 7.3, the highest         rated commercial in that episode garnered a 3.1 (and no other         commercials from that episode made the Top 10).        July - Least Fast-Forwarded Brand Campaigns      Least Fast-Forwarded Brand Campaigns**                                             All Measured Networks - Daytime     Broadcast Networks - Primetime           & Primetime***          Brand                                  Brand     1.  Nissan Trucks Pathfinder           1.  Samsung Group Consumer Products     2.  Polident Overnight Tablets         2.  Subaru Auto & Truck Division     3.  Volkswagen Auto & Truck Various    3.  Audemars Piguet Watches     4.  Maybelline Volume Express Mascara  4.  AIG Life Insurance     5.  General Mills Honey                5.  American Express Delta Skymiles         Nut Cheerios Cereal                    Gold     6.  Hellmans Mayonnaise                6.  Tax Masters Tax Service Con Svc     7.  JC Penney Department               7.  Garlique Nutritional         Apparel Children                       Supplements     8.  New Line Rush Hour 3 Movie         8.  Johnson & Johnson CP     9.  Clearasil Ultra Acne Cream         9.  Baby Ruth Candy Bar     10. Excedrin Back&Body                10.  Head On Pain Remedies         Ex Strength Pain Caps       **  Highest ratio of commercial rating to program rating among timeshifted         viewing; min # of 20 spots. No Promos or PSAs included.     *** Stop||Watch currently monitors 15 networks: ABC, CBS, FOX, NBC, CW,         TNT, TBS, USA, CNN, ESPN, DISC, NIK, MTV, COM, HGTV      --  Two automobile manufacturers were among the top three brands on the         Broadcast, Primetime list.     --  Pharmaceuticals/OTC remedies placed the most brands (three) on the Top         10 List.     --  As in previous reports, there is no unusual distribution of first or         last pod positions among the top campaigns.     --  Some brands continue to show up regularly on the Least Fast-Forwarded         List (all networks/dayparts), including Samsung, Tax Masters, and         Audemars Piguet Watches.     --  It is worth noting that these campaigns air almost exclusively on         cable, almost exclusively on CNN, and almost exclusively during         Daytime -- all of these factors contribute to lower overall         broadcast environments.  

TiVo's Top Commercial Rankings reports, an industry first, were generated using TiVo's Stop||Watch service's unique ability to track consumer viewing behavior on a second-by-second basis, in both Live and Timeshifted viewing context.

The Stop||Watch 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 Stop||Watch 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 Stop||Watch ratings service include Starcom USA, the Interpublic Group of Companies, Media IQ, MPMA and Crispin Porter + Bogusky.

TiVo Stop||Watch 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 Stop||Watch 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 Stop||Watch service uses ad occurrence data from TNS Media Intelligence to identify commercial spots. For more information on the TiVo Stop||Watch ratings service, visit https://stopwatch.tivo.com.

About TiVo Inc.

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