Emmy Gold Not Necessarily a Silver Bullet for Advertisers, According to TiVo

Emmy Gold Not Necessarily a Silver Bullet for Advertisers, According to TiVo

TiVo Viewers Avoid Commercials at Highest Levels During Most Primetime Emmy(R) Award Winning Programs

ALVISO, Calif., Sept. 23 /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 all that glitters may not necessarily be advertising gold. Using its Stop||Watch(TM) ratings service, TiVo unveiled audience viewing data depicting heavy levels of season-long timeshifted viewing and among the lowest levels of commercial retention for nearly all of the 2009 Emmy Award winning programs compared with other nominated shows within their respective genres.

For example, AMC's Mad Men saw 83% of its timeshifted audience fast-forward through its commercials, compared to a genre benchmark of 73%. Comedy Central's South Park similarly showed fast-forwarding of 66% compared to genre average of 55%.

NBC's 30 Rock and sitcoms in general were the exception with only 64% fast-forwarding compared to a genre average of 66%.

"This data clearly demonstrates that while critics and general audiences may love a program, that doesn't mean they'll watch the commercials," said Todd Juenger, Vice President & General Manager, TiVo Audience Research & Measurement. "In fact, the most beloved programs are often subject to the highest degree of timeshifting and commercial avoidance."

Primetime Emmy Award Winners - Timeshifted & Ad Fast-Forwarding
Percentages

% of Audience
Fast-Forwarding
Emmy Award Winning % of Viewing Commercials:
Network Program / Genre Timeshifted Timeshifted

OUTSTANDING COMEDY SERIES
NBC 30 Rock 74 64
Sitcom 68 66
OUTSTANDING DRAMA SERIES
AMC Mad Men 85 83
Drama 75 73
OUTSTANDING ANIMATED PROGRAM
COMEDY South Park 82 66
Animated 69 55
OUTSTANDING REALITY-COMPETITION PROGRAM
CBS The Amazing Race 14 67 77
Reality 65 73
OUTSTANDING VARIETY, MUSIC OR COMEDY SERIES
COMEDY Daily Show w/ John Stewart 78 66
Variety 53 58

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 250,000 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. 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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