TiVo and Information Resources Inc. Launch Groundbreaking TV Advertising Research Services

TiVo and Information Resources Inc. Launch Groundbreaking TV Advertising Research Services

First Advertising Research Service to Link Consumer DVR Viewing Patterns to Purchase Decisions

IRI Consumer Panel Combined With TiVo Second-by-Second Analysis Helps Improve Advertising Campaign Effectiveness

IRI and TiVo Establish National 'Opt-In' Tracking Panel to Deliver New Viewership and Consumer Purchasing Insights

ALVISO, Calif. and CHICAGO, Sept. 20 /PRNewswire-FirstCall/ -- TiVo Inc. (NASDAQ:TIVO) and Information Resources, Inc. (IRI), today launched the IRI TiVo Consumer Insights Suite(TM), comprised of two new services, providing advertisers and brand marketers with the ability to fully understand the impact digital video recorder (DVR) technology has on consumer viewing patterns and subsequent product sales, as well as the ability to quantify the effectiveness of specific advertising campaigns and brand recognition programs in TiVo(R) DVR households.

Additionally, TiVo, the creator of and leader in advertising solutions and television services for DVRs, and IRI, the world's leading provider of enterprise market information solutions and services for the consumer packaged goods (CPG), retail, and healthcare industries, are expanding their existing relationship. Utilizing second-by-second analysis and tracking it to actual consumer purchasing decisions, the expanded relationship provides first-of- its-kind viewer and consumer insights from a new national DVR research panel combined with new media and message testing capabilities to fully understand and better leverage the evolving impact of DVRs.

"TiVo continues to take innovative steps to help advertisers analyze and measure the effectiveness of their campaigns by combining unrivaled, second- by-second viewer data with verified consumer purchase decisions," said TiVo Chief Executive Officer Tom Rogers.

Todd Juenger, Vice President & General Manager, TiVo Audience Research & Measurement added, "The IRI TiVo Consumer Insights Suite provides rich, new consumer insights about TiVo usage and sales impact along with a world-class testing capability to fully understand how advertising creative is viewed, processed and acted upon in the real world. No other research solution available today can deliver as detailed insight and analysis as this."

National DVR Tracking Panel Delivers New Insights

The IRI TiVo Consumer Pulse(TM) solution provides advertisers with completely new TV viewer and consumers sales insights on the effect of DVR time-shifting behavior on sales through an opt-in panel of viewing participants throughout the United States. The new solution identifies sales impact for individual products and brands, delivers new insights on consumers being impacted, and provides new information on the viewing behaviors that actually drive the impact. Using a national opt-in panel of TiVo homes, generic DVR homes and non-DVR homes, IRI measures brand purchases to deliver a new understanding of brand performance in DVR households and the impact of DVRs on product launches, brand extensions, and established brands. TiVo then measures second-by-second commercial viewership in the homes with TiVo service, making it possible for brand purchase results to be traced and compared to the actual viewership of commercials.

Advancing Media Testing in the DVR World

Through the IRI BehaviorScan(R) DVR solution, brand marketers, advertisers, advertising agencies, media networks and cable operators will be able to test specific advertising creative while simultaneously tracking the purchasing behavior of TiVo households and compare that with generic DVR and non-DVR households within the same market. Advertisers will benefit from the highly-controlled, split-test environment, enabling them to execute different advertising plans based on what is most actionable and relevant to their target audience. Advertisers and media buyers will also be able to experiment with media, mix, and creative strategies to prepare for a world of DVR ubiquity before it becomes a reality.

"DVR penetration continues to grow throughout the United States and advertisers need to be equipped with the most informative insights and solutions available to maximize effectiveness and ROI of marketing communications," said IRI President and Chief Executive Officer Scott W. Klein.

"In this innovative media landscape, advertisers must be equally innovative in understanding consumers' media habits to effectively reach their target market," said IRI President of Business and Consumer Insights Sunil Garga. "Using the unique combination of IRI TiVo Consumer Pulse information and BehaviorScan testing capabilities with second-by-second TiVo data, advertisers are now empowered with capabilities to fully leverage DVR technology and connect with their desired consumers in the correct way."

TiVo and IRI first partnered in 2004 when IRI supplied TiVo DVRs to a subset of its BehaviorScan household panelists, providing a consortium of select major CPG companies critical data on the impact of their advertising programs.

All of the panelists who choose to participate in the program have expressly agreed to "opt-in" to allow TiVo to track their exact viewing behavior in order to form the basis for comparison.

For more information on the IRI TiVo Consumer Insights Suite(TM), visit: http://us.infores.com/page/manufacturers/consumer_understanding .

About Information Resources, Inc.

Information Resources, Inc. (IRI) is the world's leading provider of enterprise market information solutions and services for the consumer packaged goods (CPG), retail, and healthcare industries, empowering its clients to grow their business profitably in a complex marketplace. Driving the transformation of the industries it serves, only IRI provides a unique combination of real-time market content, advanced analytics, enterprise performance management software, and professional services. The company's portfolio of services, solutions, and technology enable leading retailers and their suppliers around the globe to see what they are missing, act faster with greater confidence and win at the shelf. Ninety five percent of the FORTUNE Global 500 in CPG and retail leverage IRI to power their business. For more information, visit http://us.infores.com/ .

About TiVo Inc.

Founded in 1997, 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 full set of 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, has elevated its popularity among consumers and has 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.

NOTE: TiVo, 'TiVo, TV your way.' Season Pass, WishList, TiVoToGo and the TiVo Logo are trademarks or registered trademarks of TiVo Inc. and its subsidiaries worldwide.

Source: TiVo Inc.

CONTACT: Jeffrey Weir of Sloane & Company, +1-212-446-1878, or
jweir@sloanepr.com, for TiVo; or John McIndoe of IRI, +1-312-474-3862, or
john.mcindoe@infores.com

Web site: http://www.tivo.com/
http://us.infores.com/

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