TiVo Launches Power||Watch(TM) Consumer Panel with Starcom Partnership

TiVo Launches Power||Watch(TM) Consumer Panel with Starcom Partnership

20,000 households have volunteered to take part in ongoing national sample

ALVISO, Calif. and CHICAGO, Nov. 8 /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 Starcom is the first media agency to partner with the firm on Power||Watch(TM) Consumer Panel -- a new offering from TiVo which provides advertisers access to demographic and viewing behavior data for 20,000 households who volunteer to take part in a consumer panel.

"With 20,000 households, the Power||Watch Consumer Panel will provide a new level of detail on DVR viewing behavior among any given brand's target segments that will significantly enhance the approach advertisers take in creating and buying advertising on television," said Todd Juenger, Vice President & General Manager, Audience Research & Measurement, TiVo.

Power||Watch Consumer Panel

TiVo recruited 20,000 households to opt-in to the viewership panel. Because these subscribers have opted in, TiVo can associate household data with the viewership data, and hence will be able to produce program and commercial viewership reports which can be looked at by aggregate demographic and behavioral audience groups. All data remain completely anonymous.

"The Power||Watch Consumer Panel is a landmark step in gaining deeper insights into audience behavior in the growing world of DVR based television consumption and how best to earn the attention of consumers in a time shifted world," said Tracey Scheppach, Starcom USA SVP/Video Innovation Director. "TiVo's data is unique in terms of what is available in the market today and we will finally be able to answer important questions about viewer composition and viewing patterns over time."

With the roll-out of the Power||Watch Consumer Panel, TiVo's Stop||Watch(TM) ratings service subscribers will have the ability to purchase custom segmentations to look at TV viewing based on how consumers have responded to their proprietary sponsored questions. TiVo will be conducting a quarterly omnibus survey of Power||Watch panelists. While Starcom has the exclusive access to the first study, all Stop||Watch clients can participate in these surveys with their own sets of questions.

"Accountability is one of the most important issues facing marketers and agencies today and harnessing the power of second-by-second data is a critical piece of a better measurement system," said Starcom USA President/Chief Activation Officer Chris Boothe. "Starcom is excited to further partner with TiVo to help put our clients at the leading edge of the television marketplace."

The Power||Watch Consumer Panel will also include more TiVo-centric measures such as number of TiVo's in a household, tenure of TiVo subscriber, broadband versus dial-up connectivity as well as signal type ranging from analog cable, digital cable, satellite or over-the-air. TiVo will continue to add additional dimensions over time to the syndicated Power||Watch service.

Starcom was also the first agency network to sign-up for TiVo's Stop||Watch ratings service, a second-by-second program and commercial ratings research service designed to better understand time shifted viewing.

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, 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, WishList(R) searches, and TiVo(R) 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 measurement research. The company is based in Alviso, Calif.

TiVo, Season Pass, WishList, Series2, Series3, 'TiVo, TV your way' Power||Watch, Stop||Watch and the TiVo Logo are trademarks or registered trademarks of TiVo Inc. or its subsidiaries worldwide. (C) 2007 TiVo Inc. All rights reserved.

About Starcom USA [http://www.starcomworldwide.com]/

Starcom USA is a full-service media division of Starcom MediaVest Group (http://www.smvgroup.com/), which is ranked one of the largest media communications agencies in the world and encompasses an integrated network of highly specialized consumer contact companies. Starcom's 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 over 900 employees in the U.S., Starcom delivers brand-building results for many of the world's leading companies.

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

Source: TiVo Inc.

CONTACT: Mike Boccio, +1-212-446-1867, mboccio@sloanepr.com, for TiVo
Inc.; or Graham Eason Nolan of Starcom USA, +1-312-220-5382,
graham.nolan@starcomworldwide.com

Web site:

http://www.tivo.com/
http://www.starcomworldwide.com/
http://www.smvgroup.com/

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