International Entertainment News: TiVo's Stop||Watch(TM) Ratings Service Identifies Significant Timeshifting Among Network Premieres in January

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

- 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%

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

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

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.

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

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

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International Entertainment News

Thursday, March 12, 2009

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

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