TiVo Expands Scope of Its Stop||Watch(TM) Ratings Service to 93 Networks

TiVo Expands Scope of Its Stop||Watch(TM) Ratings Service to 93 Networks

- Now Produces Ratings for a Total of 16 Networks Previously Unmeasured by Industry Currency -

ALVISO, Calif., Feb. 25 /PRNewswire-FirstCall/ -- TiVo Inc. (NASDAQ: TIVO), the creator of and a leader in television services and advertising solutions for digital video recorders (DVRs), today announced that it has expanded the breadth of its Stop||Watch(TM) ratings service by adding 17 more cable networks, bringing its total roster of broadcast and cable channels to 93. Additionally, the Stop||Watch(TM) ratings service is now able to produce stable ratings for 16 networks, which remain unmeasured by the industry currency. The new cable networks added to TiVo's lineup include, for example, Universal HD, The Independent Film Channel, Sundance, the NBA Network, and the Fox Movie Channel.

Todd Juenger, President & General Manager, TiVo Audience Research & Measurement, said, "We are aggressively expanding the scope of our ratings services in an effort to bring increased transparency and accountability to television advertising. Panel-based measurement approaches, with inherently small sample sizes, were designed for a world of perhaps dozens of networks. With hundreds of networks now available in most households, an increasingly large amount of viewing is going completely unmeasured by the currency. Because the Stop||Watch(TM) ratings service has a sample size that is 25 times the size of any other source of DVR viewership, we are able to offer an economical service that brings measurement to these channels."

Added Juenger, "To put it into context, the 16 previously unmeasured networks averaged a total of about 1 rating point in primetime in December 2008, roughly equivalent to 1.1 million households on a national basis. To drill down even further, there are roughly 120 commercials spots within the traditional definition of primetime (8:00 - 11:00pm EST), so that equates to 121 million household ad impressions per night that are going completely unmeasured by industry currency. In a world where we are measuring every click on the Internet, it is ridiculous to leave unmeasured hundreds of millions of television ad impressions every night."

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.

CONTACT: Mike Boccio, +1-212-446-1867, mboccio@sloanepr.com, for TiVo
Inc.

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

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