Starcom USA Purchases Subscription to New TiVo Stop||Watch Ratings Service

Starcom USA Purchases Subscription to New TiVo Stop||Watch Ratings Service

First Media Agency to Buy TiVo's Brand New Subscription Research Service

ALVISO, Calif. and CHICAGO, Jan. 29 /PRNewswire-FirstCall/ -- Media planning and buying company, Starcom USA, and TiVo Inc. (NASDAQ:TIVO), the creator of and a leader in advertising solutions and television services for DVRs, today announced that Starcom is the first media agency to purchase a subscription to the brand new TiVo Stop||Watch(TM) ratings service, a new offering from TiVo which provides the industry's first comprehensive second-by-second program and commercial ratings research service designed to better understand timeshifted viewing. TiVo's new Stop||Watch service includes monthly reports of program and commercial viewership data by network, daypart, genre and pod position.

Starcom will utilize the TiVo Stop||Watch ratings service to analyze how fast-forwarding behavior affects commercial ratings and viewer engagement. With access to this data, Starcom will be able to make more informed decisions in the activation and optimization of client advertising dollars.

"With the industry's first look at such granular ratings data that accounts for timeshifting and fast-forwarding, Starcom intends to provide its clients with a competitive edge and viewer insights that will put them ahead of the pack," said Starcom USA Vice President/Video Innovation Director Tracey Scheppach. "Starcom is leading the way for the industry's shift towards a second-by-second negotiation marketplace, and the TiVo Stop||Watch ratings service is a very valuable tool in helping us map the terrain of that marketplace. It basically helps us activate media plans that cater to and better captivate today's consumers in control."

"TiVo Stop||Watch provides the world with an exclusive look at key TV watchers today, and most TV watchers of tomorrow, providing telling snapshots of their preferences and TV-watching behaviors," said Todd Juenger, Vice President & General Manager, TiVo Audience Research & Measurement. "TiVo continues to take innovative steps to help advertisers analyze and measure the effectiveness of their campaigns by providing unrivaled, second-by-second viewer data. While we will continue to offer our full line of customized research products, we recognize a clear need for a broader, syndicated monitoring service. Enter TiVo Stop||Watch. As this research asset continues to advance and evolve, we're confident it will provide marketers and agencies with a clearer picture of their place and their potential in the living rooms of TV viewers who have now taken control of their television schedule."

The TiVo Audience Research & Measurement unit data are derived from a daily, random, anonymous, stratified sample of 20,000 TiVo units -- from which the second-by-second "clickstream" of behavior and viewership is collected and assessed. The TiVo Stop||Watch ratings service is offered in a series of weekly primetime viewership reports for nationally run programs and advertisements, first available in February 2007. Other daypart measurements will soon be added to the service. The TiVo Stop||Watch reports break down key data for: Total Viewing, Live Viewing, Timeshifted Viewing (less than 1 hour, 1-6 hours, 24-28 hours, and 2-7 day delay), Program Ratings, Commercial Ratings and a Commercial Viewership Index.

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) 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, California.

NOTE: TiVo, Season Pass, TiVoToGo, WishList, the slogan 'TiVo, TV your way.', Stop||Watch, and the TiVo logo are trademarks or registered trademarks of TiVo Inc. worldwide.

About Starcom USA

Starcom is a full-service media division of Starcom MediaVest Group ( http://www.smvgroup.com/ ), which is ranked one of the largest brand communications groups in the world and encompasses an integrated network of highly specialized consumer contact companies. SMG's global organization includes strategic marketing communication architects who are highly specialized in media management, response media, internet and digital communications, as well as multicultural, entertainment, sports sponsorship and event marketing and media. With nearly 3,500 employees in 89 markets worldwide, SMG delivers brand-building results for many of the world's leading companies.

First Call Analyst:
FCMN Contact: jweir@sloanepr.com

Source: TiVo Inc.

CONTACT: Jeffrey Weir, +1-212-446-1878, or jweir@sloanepr.com, for TiVo
Inc.; or Lena Petersen of Starcom, +1-312-220-4169, or
lena.petersen@smvgroup.com

Web site: http://www.smvgroup.com/

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

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