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.,
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 (
-- 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
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.
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