TiVo Reports Stop||Watch(TM) Ratings Service Results for March 2009

TiVo Reports Stop||Watch(TM) Ratings Service Results for March 2009

Commercials Aired During Grey's Anatomy Dominate Total and Timeshifted Viewership

TiVo Increases Scope of Its Stop||Watch(TM) Ratings Service, Now Measures 112 Broadcast and Cable Networks

ALVISO, Calif., May 15 /PRNewswire-FirstCall/ -- TiVo Inc. (NASDAQ:TIVO), the creator of and a leader in television services and advertising solutions for digital video recorders (DVRs), today unveiled the Top Commercial and Program Rankings for March 2009, as viewed by TiVo subscribers.

"While Grey's Anatomy held the top three programs and top eight commercials in terms of Total Viewing, a closer look reveals that once again, per usual, there is essentially no correlation between the programs with the most viewership and commercials with the most viewership," said Todd Juenger, Vice President & General Manager, TiVo Audience Research & Measurement. "The highest viewed commercial, Paramount's trailer for 'I Love You Man,' did not air in the highest rated program, the March 26th episode of Grey's Anatomy which actually claimed the number one spot in both Timeshifted Viewing and Total Viewing. The episode did manage to place four spots in the top 10, but where are the other 36 or so spots from that episode? This data reinforces, as it does every month, that paying to be in the number one program does not necessarily mean you will get the highest commercial audience."

March -- Top Commercials v. Top Programs (Total Viewing)
Top Commercials - Total Viewing*

Brand Program Date Rating

1. Paramount I Love You
Man Movie Grey's Anatomy - ABC 19 - Mar 13.4
2. Carnival Cruise Lines
Cruises Grey's Anatomy - ABC 26 - Mar 12.9
3. Dove Go Fresh Body Wash Grey's Anatomy - ABC 26 - Mar 12.7
4. Old Navy Clothing Store
Women Grey's Anatomy - ABC 12 - Mar 12.4
5. Summit Ent. Knowing
Movie Grey's Anatomy - ABC 19 - Mar 12.5
6. Citibank Consumer
Services Grey's Anatomy - ABC 12 - Mar 12.5
7. Sony Angels & Demons
Movie Grey's Anatomy - ABC 26 - Mar 12.4
8. Discover Card Online Grey's Anatomy - ABC 26 - Mar 12.1
9. Ford Autos Fusion Hybrid American Idol - FOX 10 - Mar 12.1
10. Apple Macbook Portable
Comp. American Idol - FOX 10 - Mar 11.8

Top Programs - Total Viewing

Program Date Rating

1. Grey's Anatomy - ABC 26 - Mar 19.9
2. Grey's Anatomy - ABC 19 - Mar 19.4
3. Grey's Anatomy - ABC 12 - Mar 19.1
4. American Idol - FOX 10 - Mar 18.2
5. Desperate Housewives- ABC 22 - Mar 18.0
6. Desperate Housewives- ABC 15 - Mar 17.8
7. Desperate Housewives- ABC 8 - Mar 17.3
8. American Idol - FOX 17 - Mar 16.9
9. American Idol - FOX 3 - Mar 16.8
10. American Idol - FOX 25 - Mar 16.5

-- Commercials running during ABC's Grey's Anatomy dominated the Total
Viewing category in March claiming the top eight of the Top 10
Commercials.

-- Grey's Anatomy, FOX's American Idol and ABC's Desperate Housewives
were the only shows to crack the Top Programs Total Viewing rankings.

March-- Top Commercials v. Top Programs (Timeshifted Viewing)
Top Commercials - Timeshifted Viewing*

Brand Program Date Rating

1. Paramount I Love
You Man Movie Grey's Anatomy - ABC 19 - Mar 7.2
2. Old Navy Clothing
Store Women Grey's Anatomy - ABC 12 - Mar 6.8
3. Carnival Cruise
Lines Cruises Grey's Anatomy - ABC 26 - Mar 6.5
4. Sony Angels &
Demons Movie Grey's Anatomy - ABC 26 - Mar 6.3
5. Sprint PCS
Vignette 24 - FOX 2 - Mar 6.3
6. Citibank Consumer
Services Grey's Anatomy - ABC 12 - Mar 6.2
7. Warner Bros.
Watchmen Movie Lost - ABC 25 - Feb 6.2
8. National Assc.
Realtors House - FOX 16 - Mar 6.1
9. Summit Ent.
Knowing Movie Grey's Anatomy - ABC 19 - Mar 6.1
10. Lexus Trucks RX 30 Rock - NBC 5 - Mar 5.9

Top Programs - Timeshifted Viewing

Program Date Rating

1. Grey's Anatomy - ABC 26 - Mar 13.4
2. Grey's Anatomy - ABC 12 - Mar 13.3
3. Grey's Anatomy - ABC 19 - Mar 13.2
4. Desperate Housewives - ABC 22 - Mar 11.8
5. Desperate Housewives - ABC 15 - Mar 11.7
6. Desperate Housewives - ABC 8 - Mar 11.5
7. American Idol - FOX 10 - Mar 11.1
8. American Idol - FOX 17 - Mar 10.4
9. American Idol - FOX 5 - Mar 10.1
10. Lost - ABC 25 - Feb 9.8

-- Every commercial ranked in the Top 10 Timeshifted Viewing aired in the
first pod position.

-- Grey's Anatomy claimed the top three spots of most Timeshifted
programs.

Juenger continued, "When looking at rates of fast-forwarding for overall commercial campaigns, in addition to the usual appearance of a few motion picture titles, we see a lot of credit and debit card campaigns. In fact Visa's credit card ad is number one on broadcast networks and number three on select cable and broadcast networks. Comcast also makes both the broadcast and select cable & broadcast networks lists, at number six and number ten, respectively. The way viewers choose to fast-forward through commercials, or not, can tell us a lot about the collective consciousness. Here we see consumers contemplating their credit card situation, and looking for bargains on home entertainment."

March - Least Fast-Forwarded Brand Rankings
Least Fast-Forwarded Brand Ranking*
Broadcast Networks** - Primetime Select Cable & Broadcast
Networks*** - Primetime

Brand Brand

1. Visa Credit Card 1. Simply Orange RTS Orange
Juice
2. Paramount I Love Your Man Movie 2. 20th Century Fox X-Men
Origins Wolverine Movie
3. Volkswagen Trucks Routan 3. Visa Credit Card
4. Visa Debit Card 4. Boost Pre-Paid Wireless SVC
5. Chili's Grill & Bar Restaurant 5. Carnival Cruise Lines Cruises
6. Comcast ISP / Phone / TV 6. Dunkin Donuts Ground Coffee
7. Apple Macbook Portable Computer 7. Re/Max Realty Online
8. Mastercard Credit Card & Debit Card 8. Mercedes Benz Trucks GLK
9. Warner Brothers Watchmen Movie 9. Reclast RX
10. Verizon Superpages & Superpages.com 10. ComCast ISP / Phone / TV

*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

-- From Visa to Verizon, the top broadcast brand is a mixed bag of
credit, cars, computers and Comcast.

-- FOX's X-Men Origins: Wolverine is the only film to make the list from
select cable & broadcast networks.

TiVo also announced that it has added 19 cable networks to the growing roster of channels measured by its Stop||Watch(TM) ratings service - bringing the total to 112 broadcast and cable channels. Examples of newly covered networks include HDNet and HDNet Movies, Bloomberg, Logo, and both MLBTV and NHLTV.

Juenger said, "It is astounding that in this day and age, where every Internet click is measured, these television networks, which deliver tens of thousands of viewers every day, with millions of ad impressions, remain unmeasured by the industry currency. As we continue to increase our sample size from 100,000 TiVo subscribers to 300,000 in advance of the fall television season, we will continue to add coverage for more networks that are not measured by the existing currency panel."

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 112 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 Inc. (NASDAQ:TIVO) developed the first commercially available digital video recorder (DVR). TiVo offers the TiVo service and TiVo DVRs directly to consumers online at www.tivo.com and through third-party retailers. TiVo also distributes its technology and services through solutions tailored for cable, satellite, and broadcasting companies. Since its founding, TiVo has evolved into the ultimate single solution media center by combining its patented DVR technologies and universal cable box capabilities with the ability to aggregate, search, and deliver millions of pieces of broadband, cable, and broadcast content directly to the television. An economical, one-stop-shop for in-home entertainment, TiVo's intuitive functionality and ease of use puts viewers in control by enabling them to effortlessly navigate the best digital entertainment content available through one box, with one remote, and one user interface, delivering the most dynamic user experience on the market today. TiVo also continues to weave itself into the fabric of the media industry by providing interactive advertising solutions and audience research and measurement ratings services to the television industry. www.tivo.com

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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