TiVo to Increase Stop||Watch(TM) Ratings Service Sample Size to 300,000 Households

TiVo to Increase Stop||Watch(TM) Ratings Service Sample Size to 300,000 Households

Increase will enable TiVo to generate ratings for dozens of additional networks not currently measured by the industry currency

Sample Size Now 75 Times Larger than the DVR Sample of the Existing Currency Panel

WASHINGTON, April 1 /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 will increase the sample size of its Stop||Watch(TM) ratings service, which collects anonymous second-by-second audience research data, from 100,000 to 300,000 TiVo(R) subscribers in advance of the fall 2009 broadcast season.

The announcement was made during the National Cable & Television Association's 'The Cable Show '09' in Washington D.C., which runs from April 1-3.

The increased sample size will further enhance the accuracy of all program and commercial ratings in the Stop||Watch(TM) ratings service and enable TiVo to produce stable ratings data for dozens of additional cable networks, which have gone unmeasured by the industry currency due to their lower distribution and viewership. The increase to 300,000 TiVo(R) subscribers makes the Stop||Watch(TM) ratings service 75 times larger than the DVR sample of the existing currency and delivers an unmatched level of granular behavioral data critical to understanding how viewers are consuming TV in the age of the DVR.

Even with today's existing sample size of 100,000 subscribers, TiVo continues to add more networks to its Stop||Watch(TM) ratings service, as these networks achieve sufficient viewership to meet the strict reporting thresholds the Stop||Watch ratings service employs. For example, in the coming months the Stop||Watch(TM) ratings service will begin measurement for networks including the FOX Business Network, History International, and MLB Network. Later this summer, when the sample size is increased to 300,000 subscribers, TiVo anticipates that the Stop||Watch(TM) ratings service will report on many dozens of additional networks - essentially any network that regularly delivers at least 10,000 viewers.

"The demand for access to this granular level of viewing data across previously unmeasured cable networks is a driving force behind our decision to increase our sample size in the coming months," said Todd Juenger, Vice President & General Manager, TiVo Audience Research & Measurement. "By turning up the dial to 300,000 subscribers, we will be able to cast a much wider net and deliver critical measurement and accountability for lesser viewed television networks that still have millions of advertising impressions that are going unaccounted for given the limitations of the sample size used by the industry currency."

Last November, TiVo increased its Stop||Watch(TM) ratings service sample size to 100,000, making it 25 times larger than the DVR sample size the industry was provided at the time through other panel-based measurement sources.

Continued Juenger, "For example, a network that delivers viewership of 50,000 homes (approximately a 0.05 household rating) would only be represented by seven households in the currency panel, which is why data for these networks is not reported - the sample is just too small - and only two of the seven would be homes with DVRs. By contrast, in our expanded sample, the same network would be represented by about 150 TiVo subscribers watching a program, and of course, these are all DVR households."

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 nationally distributed, ad supported networks, and covers all nationally distributed programming and commercials aired 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.

Subscribers to TiVo's Stop||Watch(TM) ratings service and Power||Watch(TM) ratings service include: Omnicom Media Group, CBS Corporation, The Interpublic Group, Starcom, Zenith Optimedia, Carat USA, MPMA, Crispin Porter + Bogusky, Media IQ and Euro RSCG New York.

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)(NASDAQ:-)(NASDAQ:News) 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.

This release contains forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. These statements relate to, among other things, the future availability and timing of the enlargement of the sample size of the Stop||Watch ratings service. Forward-looking statements generally can be identified by the use of forward- looking terminology such as, "believe," "expect," "may," "will," "intend," "estimate," "continue," or similar expressions or the negative of those terms or expressions. Such statements involve risks and uncertainties, which could cause actual results to vary materially from those expressed in or indicated by the forward-looking statements. Factors that may cause actual results to differ materially include delays in development, competitive service offerings and lack of market acceptance, as well as the other potential factors described under "Risk Factors" in TiVo's public reports filed with the Securities and Exchange Commission. TiVo cautions you not to place undue reliance on forward-looking statements, which reflect an analysis only and speak only as of the date hereof. TiVo disclaims any obligation to update these forward-looking statements.

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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