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TiVo’s Stop||Watch(TM) Ratings Service Identifies Significant Timeshifting Among Network Premieres in January

March 12, 2009

- At Least 20% of the Highest Rated Season Premieres were Viewed Three Days or More After Original Airing, Beyond Industry’s ‘C3′ Ratings Window –

- Commercials Aired During NFL Football Games were the Most Watched, Though None Cracked the Top 10 in Timeshifted Viewing –

ALVISO, Calif., March 12 /PRNewswire-FirstCall/ — TiVo Inc. (Nasdaq: TIVO), the creator of and a leader in television services and advertising solutions for digital video recorders (DVRs), today reported that half of the viewing for nearly all of January 2009 season premieres was on a Timeshifted basis, while only one series premiere experienced similar Timeshifting levels, as viewed by TiVo(R) service subscribers.

While certainly not uncommon for programs to debut in January, last year’s writers’ strike presented programming challenges for some of the networks. For example, ABC eschewed the fall premiere timetable and debuted its hit show Lost in January.

According to TiVo’s Stop||Watch(TM) ratings service six of the 7 network season premieres in January drew at least 50% of their audiences on a Timeshifted basis, with Lost and 24 leading the pack with 67% and 64% of viewers, respectively, recording the programs and tuning in later. American Idol was a close 3rd with 60% of its viewers watching on a Timeshifted basis, however the show also scored the highest Timeshifted rating at 11.5. Lost and 24 came in at 10.7 and 8.9, respectively.

January 2009 Season Premieres*


                                          Program      Program
                                          Ratings      Ratings
           Program            Broadcast    Total     Timeshifted        %
    Rank   Episode  Network    Time       Viewing      Viewing     Timeshifted

    1.      Lost        ABC   Wed JAN 21
                              at 9:00 PM    16.0        10.7             67%
    2.       24         FOX   Sun JAN 11
                              at 8:00 PM    13.9         8.9             64%
    3.     American     FOX   Tue JAN 13
            Idol              at 8:00 PM    19.2        11.5             60%
    4.     Scrubs       ABC   Tues JAN 6
                              at 9:00 PM     5.2         2.8             54%
    5.    Friday Night  NBC   Fri JAN 16
           Lights             at 9:00 PM     5.0         2.6             52%

    6.   The Bachelor   ABC   Mon JAN 5
                              at 8:00 PM     8.3         4.2             51%
    7.   The Biggest    NBC   Tue JAN 6
          Loser               at 8:00 PM     7.7         3.7             48%

    *Networks Considered:  A&E, AMC, Animal, BET, Bravo, CNBC, CNN, Comedy,
     Court (TruTV), Discovery, E!, ESPN, ESPN2, ABC Family, FNC, Food, FX,
     HGTV, Lifetime, MSNBC, MTV, Nickelodeon, Oxygen, SciFi, Spike, TBS, TNT,
     Toon, Toon Disney, USA, VH1

Interestingly, 27% of viewers that watched Lost on a Timeshifted basis did so between three days and two weeks after it originally aired. Friday Night Lights and 24 both saw 20% of their viewers wait at least three days before watching the programs as well.

January 2009 Season Premieres – Occurrence of Timeshifted Viewing


                                              Time-            Time-
                            Time-     % of    shifted   % of   shifted  % of
                  Broad-   shifted   Time-    0-24     Time-   3-14    Time-
    Program  Net-  cast    0-1 Hour  shifted  Hours    shifted  Days   shifted
    Episode  work  Time     Rating  Viewing   Rating   Viewing Rating  Viewing

    Lost         Wed JAN 21
             ABC at 9:00 PM  2.7      25%      5.6       52%     2.9    27%

    24           Sun JAN 11
             FOX at 8:00 PM  2.7      30%      5.5       61%     1.8    20%

    American     Tue JAN 13
    Idol     FOX at 8:00 PM  4.3      37%      8.4       73%     1.3    11%

    Scrubs       Tues JAN 6
             ABC at 9:00 PM  1.0      35%      1.8       66%     0.5    17%

    Friday
    Night        Fri JAN 16
    Lights   NBC at 9:00 PM  0.8      29%      1.5       57%     0.5    20%

    The          Mon JAN 5
    Bachelor ABC at 8:00 PM  1.7      40%      3.2       75%     0.4    11%

    The
    Biggest      Tue JAN 6
    Loser    NBC at 8:00 PM  1.7      45%      2.8       77%     0.4    11%

“The industry acquiescence to C3 ratings for the majority of business that gets transacted has often been described as a great compromise,” said Todd Juenger, Vice President & General Manager, TiVo Audience Research & Measurement. “‘Compromise’ is an appropriate descriptor – the measurement of commercial audiences is compromised (every spot in a program is assigned the same rating), and the measurement of programs is compromised – in this example, one of the leading program franchises (ABC’s Lost) has more than a quarter of its audience totally disregarded from the advertising equation (in fact, 8% of audience for Lost and 24 falls between 7-14 days Timeshifted, as measured by the Stop||Watch(TM) ratings service, which is beyond the window the currency even bothers to measure). As DVRs proliferate, and other forms of on-demand program access also grow, the industry will need to embrace new measurement paradigms for the billions of dollars at stake. In the meantime, agencies and networks who take advantage of services such as the Stop||Watch(TM) ratings service have an incredible information advantage.”

Several programs made their series debuts in January as well. And, while Timeshifting on the whole was lower than those experienced by season premieres during the month, these new programs struggled to garner any meaningful viewership numbers.

January 2009 Series Premieres*


                                              Program    Program
                                              Ratings    Ratings
           Program              Broadcast     Total    Timeshifted     %
    Rank   Episode    Network     Time        Viewing    Viewing   Timeshifted

    1.  Lie To Me       FOX     Wed JAN 21
                                at 9:03 PM     8.3        4.3         52%
    2.  True Beauty     ABC     Mon JAN 5
                                at 10:00 PM    6.0        2.7         45%

    3.  Superstars of   NBC     Sun JAN 4
         Dance                  at 9:00 PM     6.4        2.6         41%

    4.  13: FEAR IS     CW      Wed JAN 7
         REAL                   at 8:00 PM     1.0        0.4         40%

    5.  Homeland        ABC     Tue JAN 6
         Security USA           at 8:00 PM     4.3        1.7         40%

    6.  Howie Do It     NBC     Fri JAN 9
                                at 8:00 PM     4.6        1.8         39%

    7.  Primetime: What ABC     Tue JAN 6
         Would You Do?          at 10:00 PM    4.2        1.4         33%

    8.  Gameshow in My  CBS     Sat JAN 3
         Head                   at 8:00PM      1.3        0.4         31%

    *Networks Considered:  A&E, AMC, Animal, BET, Bravo, CNBC, CNN, Comedy,
     Court (TruTV), Discovery, E!, ESPN, ESPN2, ABC Family, FNC, Food, FX,
     HGTV, Lifetime, MSNBC, MTV, Nickelodeon, Oxygen, SciFi, Spike, TBS, TNT,
     Toon, Toon Disney, USA, VH1

Juenger said, “Similar to what we see with the season premieres – the highest rated programming with the most expensive advertising minutes experiencing the highest levels of Timeshifted viewing – here, again, we see the highest Timeshifted rated program, albeit on a smaller scale, in FOX’s Lie to Me, with more than half of its viewers opting to record the show and watch it later. Contrast that with programs like Homeland Security USA and Primetime: What Would You Do? both of which have smaller audiences but also much less Timeshifting. Certainly the correlation between highest audience and highest profitability has been altered forever. While networks will still look to hit shows for CPM premiums and promotional platforms, the mix of programming genres can be expected to rebalance toward a new equilibrium with a continuing increase of reality and news-oriented type formats.”

TiVo also unveiled the Top Ten commercials for January 2009, as viewed by TiVo(R) service subscribers. Commercials that ran during NFL playoff games in January faired very well among Total viewers, as they swept the Top Ten Commercial list in that category. Yet the these same commercials (and programs) failed to crack the Top 10 in Timeshifted Viewing, underscoring the advertising potential found within popular programs and events that are most often viewed live. Meanwhile, Grey’s Anatomy, Desperate Housewives, and American Idol dominated the Top Program list among both Total and Timeshifted viewers, with the January 8 episode of Grey’s Anatomy taking the Top spot as the highest rated program for the month on both lists (but placing no ads in the Top 10 Total Viewing and only one spot in the Top 10 Timeshifted).

In the category of least fast-forwarded brands, it was a big month for Bud Light Beer, coming out on top on both the broadcast and cable lists. A rare occurrence, as there is seldom overlap between the lists.

Top Commercials January 2009 – Total v. Timeshifted Viewing*

       Top Commercials -Total
    Brand                       Program          Date      Rating
      1.  Chevrolet Trucks
           Traverse           NFL Football      11 - JAN    15.8
      2.  Activision
           Guitar Hero
           World Tour         NFL Football      18 - JAN    15.3
      3.  Honda Autos
           Civic              NFL Football      18 - JAN    15.3
      4.  Bud Light Beer      NFL Football      18 - JAN    15.2
      5.  Bud Light Beer      NFL Football      11 - JAN    15.1
      6.  Subway
           Restaurant         NFL Football      11 - JAN    15.0
      7.  McDonalds
           Restaurant         NFL Football      11 - JAN    15.0
      8.  Budweiser Beer      NFL Football      18 - JAN    15.0
      9.  Sprint PCS
           Wireless
           Service            NFL Football      11 - JAN    15.0
     10.  Sony Pink
           Panther 2          NFL Football      18 - JAN    14.9

    Top Commercials - Timeshifted
    Brand                         Program                    Date     Rating

     1. Paramount Vantage
          Revolutionary Road       Grey's Anatomy - ABC      8 - JAN      8.8
     2. Nature Made Vitamins &
          Supplements              Criminal Minds - CBS     14 - JAN      8.6
     3. Sprint PCS Wireless
          Service                  24 - FOX                 11 - JAN      8.1
     4. H&R Block Tax Service      Desperate
          Consumer SVC              Housewives - ABC         4 - JAN      7.0
     5. Mytimetoquit.Com Online    NUMB3RS - CBS             9 - JAN      6.9
     6. Comcast ISP/PHONE/TV       Grey's Anatomy - ABC     15 - JAN      6.7
     7. Chevrolet Trucks Traverse  Grey's Anatomy - ABC     22 - JAN      6.6
     8. Glad Forceflex Trash Bags  Grey's Anatomy - ABC      8 - JAN      6.6
     9. Carnival Cruise Lines      Desperate
          Cruises                   Housewives - ABC         4 - JAN      6.5
    10. Mytimetoquit.com Online    NUMB3RS - CBS             9 - JAN      6.4

    *Networks Considered:  A&E, AMC, Animal, BET, Bravo, CNBC, CNN, Comedy,
     Court (TruTV), Discovery, E!, ESPN, ESPN2, ABC Family, FNC, Food, FX,
     HGTV, Lifetime, MSNBC, MTV, Nickelodeon, Oxygen, SciFi, Spike, TBS, TNT,
     Toon, Toon Disney, USA, VH1

Top Programs January 2009 – Total v. Timeshifted Viewing*


      Top Programs - Total
    Program                      Network     Date         Rating
     1.  Grey's Anatomy            ABC      8 - JAN        20.3
     2.  Grey's Anatomy            ABC     15 - JAN        19.2
     3.  American Idol             FOX     13 - JAN        19.2
     4.  American Idol             FOX     14 - JAN        18.7
     5.  Grey's Anatomy            ABC     22 - JAN        18.5
     6.  Desperate Housewives      ABC      4 - JAN        17.9
     7.  American Idol             FOX     21 - JAN        17.0
     8.  Desperate Housewives      ABC     18 - JAN        16.9
     9.  Desperate Housewives      ABC     11 - JAN        16.9
    10.  American Idol             FOX     20 - JAN        16.7

       Top Programs -Timeshifted
     Program                    Network      Date          Rating
     1.  Grey's Anatomy            ABC      8 - JAN          14.4
     2.  Grey's Anatomy            ABC     15 - JAN          13.4
     3.  Grey's Anatomy            ABC     22 - JAN          12.8
     4.  Desperate Housewives      ABC      4 - JAN          11.9
     5.  Desperate Housewives      ABC     18 - JAN          11.8
     6.  Desperate Housewives      ABC     11 - JAN          11.6
     7.  American Idol             FOX     13 - JAN          11.5
     8.  American Idol             FOX     14 - JAN          11.3
     9.  American Idol             FOX     21 - JAN          10.8
    10.  Lost                      ABC     21 - JAN          10.7

    *Networks Considered:  A&E, AMC, Animal, BET, Bravo, CNBC, CNN, Comedy,
     Court (TruTV), Discovery, E!, ESPN, ESPN2, ABC Family, FNC, Food, FX,
     HGTV, Lifetime, MSNBC, MTV, Nickelodeon, Oxygen, SciFi, Spike, TBS, TNT,
     Toon, Toon Disney, USA, VH1

Least Fast-Forwarded Brand Rankings January 2009 – Timeshifted


     Least Fast-Forwarded Brand Ranking*
     Broadcast Networks** - Primetime
         Brand                                     # of Spots
     1.  Bud Light Beer                              23
     2.  Mytimetoquit.com online                     25
     3.  20th Century Fox Taken Movie                20
     4.  Sony Pink Panther 2                         25
     5.  Warner Bros He's Just Not That/You          46
     6.  Taco Bell Restaurant                        33
     7.  DirecTV Satellite System                    31
     8.  Paramount Vantage Defiance Movie            24
     9.  Weight Watchers Program                     26
    10.  Subway Restaurant                           30

     Select Cable & Broadcast Networks*** -
      Primetime
          Brand                                # of Spots
      1.  Bud Light Beer                            48
      2.  Cadillac Autos CTS                        26
      3.  NFL Natl Football League                  25
      4.  Sony INTL Movie                           30
      5.  Blackberry Hand Held Computer             50
      6.  Bertolli Oven Bake MLS FRZN
           Entrees                                  37
      7.  Ford Autos Focus                          21
      8.  Royal Caribbean Cruises                   38
      9.  Ford Trucks Flex                          38
     10.  Loreal Advncd Rvtlft
           Deep-SET/Repair                          23

    *   Minimum 20 spots
    **  ABC, CBS, NBC, FOX
    *** 31 networks considered: A&E, AMC, Animal, BET, Bravo, CNBC, CNN,
        Comedy, Court (TruTV), Discovery, E!, ESPN, ESPN2, ABC Family, FNC,
        Food, FX, HGTV, Lifetime, MSNBC, MTV, Nickelodeon, Oxygen, SciFi,
        Spike, TBS, TNT, Toon, Toon Disney, USA, VH1

  • Four out of the Top 10 were movies.
  • It was a big month for Bud Light Beer, coming out on top on both lists, a rare occurrence, as there is seldom overlap between the top brands for cable and broadcast.

*******************************

The Stop||Watch(TM) ratings service, introduced in February 2007, is offered via an easily sortable database of ratings for nationally run programs and advertisements from cable and broadcast networks, with data going back to September 2006. The service now tracks ratings for 93 networks from 5:00am – 11:30pm.

TiVo’s Power||Watch(TM) ratings service provides advertisers access to second-by-second program and commercial ratings data, with demographic segmentations, for 20,000 households who have volunteered to take part in a “passive” consumer panel. The Power||Watch(TM) ratings service provides subscribers the ability to look at TV viewing broken down by standard household demographics including income, geography, ethnicity, number of children and tenure of TiVo subscriber, among others. TiVo can associate household data with the viewership data then produce program and commercial viewership reports by aggregate demographic and behavioral audience groups. All reports prepared by TiVo using this data are anonymous.

TiVo Stop||Watch(TM) ratings service data is derived from a daily, aggregate, anonymous, stratified random sample of 100,000 TiVo subscribers – from which the second-by-second “clickstream” of behavior and viewership is collected and assessed. The Stop||Watch(TM) ratings service includes data for: Total Viewing, Live Viewing, Timeshifted Viewing (less than 1 hour, 1-6 hours, 6-24 hours, 24-48 hours, 48-72 hours, 3-7 day, and 7-14 day delay and C3), Program Ratings, Commercial Ratings and a Commercial Viewership Index. The Stop||Watch(TM) service uses ad occurrence data from TNS Media Intelligence to identify commercial spots. For more information on the TiVo Stop||Watch(TM) 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 and our website, 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 and WishList(R) searches and TiVo 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 research measurement.

TiVo, ‘TiVo, TV your way.’, Season Pass, WishList, TiVoToGo, Stop||Watch, Power||Watch, and the TiVo Logo are trademarks or registered trademarks of TiVo Inc. or its subsidiaries worldwide. (C) 2009 TiVo Inc. All rights reserved. All other trademarks are the property of their respective owners.

SOURCE TiVo Inc.


Source: newswire



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