TiVo Announces Results of Its Stop||Watch(TM) Commercial Rankings for August
TiVo Announces Results of Its Stop||Watch(TM) Commercial Rankings for August
CBS' Big Brother 8 dominates Top Commercials, TNT's The Closer and Fox's So You Think You Can Dance dominate Top Programs
ALVISO, Calif., Oct. 22 /PRNewswire-FirstCall/ -- TiVo Inc. (NASDAQ:TIVO) , the creator of and a leader in advertising solutions and television services for digital video recorders (DVRs), today announced its Top Commercial Rankings for August, as viewed by TiVo subscribers.
For the second month in row, TNT claimed several top highest rated program episodes in total viewing with The Closer. However, similar to the last month, while The Closer dominated the Top Program ratings, none of the commercials that aired during the program made the Top 10. In fact, nine of the Top 10 commercial spots in August aired during Big Brother 8, which was only the 10th highest rated program. In the meantime, Fox's So You Think You Can Dance continued its consistent summertime Top 10 showing.
TiVo's special monthly analysis for August ranked cable and broadcast networks by the percent of Timeshifted viewing for the spring and summer months. The data showed that during the spring, the top five most Timeshifted networks were the top five broadcast. However, during the summer, three of the top five most Timeshifted networks were cable.
Speaking about the Top Commercial ratings, Todd Juenger, Vice President & General Manager, TiVo Audience Research & Measurement said, "Looking back on July's data, we are beginning to see a mini-trend emerge here, in that there isn't necessarily a direct correlation between the success of a program and the popularity of the commercials that air during that program." Mr. Juenger also noted that it's interesting to see just how much a change in seasons can impact viewing habits and that Timeshifting and ratings decreased in the summer on broadcast networks and increased on cable networks.
Percentage of Timeshifted Viewing -- Spring v. Summer Spring Summer 1 CW 60% USA 52% 2 FOX 57% FOX 51% 3 CBS 55% TNT 43% 4 ABC 52% MTV 43% 5 NBC 49% CW 40% 6 MTV 49% CBS 38% 7 DSC 41% DSC 37% 8 COM 39% NBC 35% 9 USA 34% COM 34% 10 NIK 31% TBS 32% 11 TBS 27% NIK 32% 12 HGTV 26% ABC 32% 13 TNT 24% HGTV 26% 14 CNN 18% ESPN 22% 15 ESPN 16% CNN 20% Broadcast 55% Broadcast 41% Cable 30% Cable 36% Avg Rating Avg Rating Broadcast 5.9 Broadcast 3.1 Cable 0.8 Cable 1.0 * Spring = Mar/Apr/May Summer = Jun/Jul/Aug -- While ESPN, CNN and HGTV were the least Timeshifted networks across the board, NBC and ABC were the least Timeshifted broadcast networks; the CW and Fox were among the most Timeshifted broadcast networks. -- TNT had the biggest difference between seasons with very low Timeshifting during the spring (bolstered by a high proportion of NBA basketball programming), and very high Timeshifting during the summer driven by high rated dramas, such as The Closer. August -- Top Commercials v. Top Program Episodes (Total Viewing) Top Commercials - Total Viewing Rank Brand Program Date Rating 1. Universal Mr. Beans Holiday Movie Big Brother 8 12-Aug 7.6 2. Kmart Disc Multi-Pots Big Brother 8 12-Aug 7.0 3. Cortizone 10 Plus Max Star Big Brother 8 12-Aug 6.9 Skin Cream 4. Capital One Mastercard & Visa Big Brother 8 12-Aug 6.7 5. McDonalds Big Brother 8 12-Aug 6.7 6. JC Penny Dept Apparel Children Big Brother 8 12-Aug 6.5 7. Comcast ISP Big Brother 8 12-Aug 6.5 8. T-Mobile Wireless Service Big Brother 8 12-Aug 6.5 9. Text Fan to 99888 Text Messaging Big Brother 8 12-Aug 6.3 10. Warner Bros Invasion Movie So You Think 15-Aug 6.0 You Can Dance Top Program Episodes - Total Viewing Rank Program Date Rating 1. The Closer 20-Aug 10.8 2. The Closer 13-Aug 10.5 3. The Closer 6-Aug 10.3 4. The Closer 30-Jul 9.9 5. So You Think You Can Dance 15-Aug 9.2 6. So You Think You Can Dance 8-Aug 9.2 7. So You Think You Can Dance 1-Aug 9.0 8. So You Think You Can Dance 16-Aug 8.9 9. Hell's Kitchen 13-Aug 8.8 10. Big Brother 8 12-Aug 8.1 -- The finale episodes of Hell's Kitchen and Big Brother 8 propelled both programs into Top 10 total viewing. -- The nine Top commercial spots that aired during Big Brother 8 was not a result of most viewing being Live, as over 55% of viewing was Timeshifted (typical for broadcast, primetime shows). -- The top commercial, for Universal Studios' movie Mr. Bean's Holiday, which was the first spot in the first commercial pod in the August 12 airing of Big Brother 8, claimed almost the same rating as the program (7.7 versus 8.2). August -- Top Commercials v. Top Program Episodes (Timeshifted Viewing) Top Commercials - Timeshifted Viewing Rank Brand Program Date Rating 1. Kmart Disc Multi-Pots Big Brother 8 12-Aug 4.3 2. Universal Mr. Beans Holiday Movie Big Brother 8 12-Aug 4.0 3. OnStar Vehicle Monitoring System Burn Notice 2-Aug 3.9 4. Comcast ISP Big Brother 8 12-Aug 3.4 5. Alltel Wireless Service Psych 10-Aug 3.4 6. Cortizone 10 Plus Max Star Big Brother 8 12-Aug 3.3 Skin Cream 7. Warner Bros Invasion Movie Big Brother 8 31-Jul 3.3 8. JC Penny Dept Sales Announcement Psych 10-Aug 3.2 9. Capital One Mastercard & Visa Big Brother 8 12-Aug 3.2 10. McDonald's Restaurant Big Brother 8 12-Aug 3.1 Top Program Episodes - Timeshifted Viewing Rank Program Date Rating 1. The Closer 13-Aug 7.7 2. The Closer 6-Aug 7.5 3. The Closer 20-Aug 7.3 4. The Closer 30-Jul 6.9 5. So You Think You Can Dance 8-Aug 6.4 6. So You Think You Can Dance 1-Aug 6.1 7. So You Think You Can Dance 15-Aug 5.8 8. So You Think You Can Dance 16-Aug 5.5 9. Hell's Kitchen 13-Aug 5.0 10. Burn Notice 9-Aug 5.0 -- The top rated programs continue to see a high proportion of Timeshifted viewing, as high as 70% (which is unusual for cable networks - The Closer has audience characteristics typically found on broadcast networks in primetime). -- The OnStar spot from Burn Notice was the only one of the Top 10 Timeshifted spots that ran in a Top 10 Timeshifted programs. -- Big Brother 8 held six top Timeshifted commercial spots, all of which also appeared in the top total viewing commercial ranking. -- Three of the Top 10 Timeshifted spots were for movies, versus only one of the Top 10 overall viewed spots. -- Seven of the Top 10 Timeshifted commercial spots were in the first position in the pod. August - Least Fast-Forwarded Brand Campaigns Least Fast-Forwarded Brand Campaigns** Broadcast Networks - All Measured Networks - Primetime Daytime & Primetime*** Brand Brand 1. NFLRush.com Online 1. Samsung Wireless Phones 2. EA Sports Madden NFL 08 2. Tax Masters Tax Service Con SVC Video Game 3. Angies List Service 3. Apple iMac Computer 4. ING Direct Bank Consumer Services 4. Over the Limit Campaign 5. Urinozinc Urinary Medication 5. Ford Truck F-Series 6. Flexitol Heel Balm 6. DirectTV Satellite 7. Subaru Auto & Trk Div CP System 8. Activ on Joint & Muscle Pain 7. Warner Bros Brave One Relief Rub Movie 9. Lockheed Martin Corp CP 8. Wal-Mart Disc Business / 10. Head On Pain Remedies Technology 9. Nissan Autos Altima Leasing 10. Honda Auto & Trk Var ** Highest ratio of commercial rating to program rating among Timeshifted viewing; min # of 20 spots. No Promos or PSAs included. *** Stop||Watch currently monitors 15 networks: ABC, CBS, FOX, NBC, CW, TNT, TBS, USA, CNN, ESPN, DISC, NIK, MTV, COM, HGTV -- It's August in America - that means football season; the top two Least Fast-Forwarded commercial spots are football themed (and the number six campaign, for DirecTV, is predominately football-oriented as well). -- Automakers and movies continue to show up regularly in the Top Ten; noticeably absent from this months list are pharmaceutical brands. -- Ford and Nissan have both made the top Least Fast-Forwarded list on multiple occasions, and both were also included in last month's analysis of Least Fast-Forwarded campaigns in the automobile category. -- While the list of Least Fast-Forwarded campaigns, when considering all networks and dayparts, remains surprisingly diverse, several brands are perennially showing up - including Samsung, Tax Masters, Subaru, Head On and Activ. -- Media placement continues to play a central role in the Top 10; all commercial campaigns on this list appeared in lower rated, daytime cable shows. -- If the Top 10 excluded consideration of news and sports networks, such as CNN and ESPN, the list would completely change with all 10 campaigns replaced.
TiVo's Top Commercial Rankings reports, an industry first, were generated using TiVo's Stop||Watch service's unique ability to track consumer viewing behavior on a second-by-second basis, in both Live and Timeshifted viewing context.
Categories tracked using TiVo's Stop||Watch(TM) ratings service include standard "Top" lists: Top Total Viewing Commercials compared with Total Viewing of Top Programs; Timeshifted Commercials compared with Timeshifted Programs; and Least Fast-Forwarded Brand Campaigns.
The Stop||Watch ratings service, introduced in February 2007, is offered via an easily sortable database of ratings for nationally run programs and advertisements in primetime and daytime, with data going back to September 2006. Each month the Stop||Watch ratings service will issue the standard "Top" lists as well as special analyses of interest, (e.g. top lists by program genre, network, or product category). Subscribers to the Stop||Watch ratings service include Starcom USA, the Interpublic Group of Companies, Media IQ, MPMA and Crispin Porter + Bogusky.
TiVo Stop||Watch ratings service data is derived from a daily, aggregate, anonymous, stratified random sample of 20,000 TiVo units - from which the second-by-second "clickstream" of behavior and viewership is collected and assessed. The Stop||Watch service includes data for: Total Viewing, Live Viewing, Timeshifted Viewing (less than 1 hour, 1-6 hours, 6-24 hours, 24-48 hours, 2-7 day, and 7-14 day delay), Program Ratings, Commercial Ratings and a Commercial Viewership Index. The Stop||Watch service uses ad occurrence data from TNS Media Intelligence to identify commercial spots. For more information on the TiVo Stop||Watch 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, 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, WishList(R) searches, and TiVo(R) 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 measurement research. The company is based in Alviso, Calif.
TiVo, Stop||Watch, Season Pass, WishList, Series2, Series3, TiVoToGo, 'TiVo, TV your way' and the TiVo Logo are trademarks or registered trademarks of TiVo Inc. or its subsidiaries worldwide. (C) 2007 TiVo Inc. All rights reserved.
First Call Analyst:
FCMN Contact: CDugan@sloanepr.com
Source: TiVo Inc.
CONTACT: Mike Boccio, +1-212-446-1867, mboccio@sloanepr.com, for TiVo
Inc.
Web site: http://www.tivo.com/
Profile: International Entertainment
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