TiVo to Launch Stop||Watch(TM) Local Markets Ratings Service

TiVo to Launch Stop||Watch(TM) Local Markets Ratings Service

National footprint of millions of set-top-boxes brings massive sample sizes, more exact commercial ratings and Timeshifting measurements to local TV

LAS VEGAS, April 20 /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 it will launch Stop||Watch(TM) Local Markets, a comprehensive research tool that provides anonymous, second-by-second ratings data for programs and commercials airing in local U.S. markets. Stop||Watch(TM) Local Markets will be launched over the course of the summer, prior to the fall season, with the specific markets being prioritized by the first customers of the service.

The announcement was made during the National Association of Broadcasters' NAB Show in Las Vegas, which runs from April 17-23.

"The dearth of information on television audiences in local markets, especially for specific commercial viewership, is astonishing in this day and age," said Todd Juenger, Vice President & General Manager, TiVo Audience Research & Measurement. "Even the biggest markets are stuck with sample sizes of less than 1,000 households, no commercial ratings, and limited Timeshifting data - and most smaller markets are still relying on diaries. With optimization of ad dollars and ROI more important than ever, advertisers, agencies, broadcasters, cable networks and distributors simply must have better audience data to make informed business and programming decisions and accurately access the performance of advertising campaigns."

Stop||Watch(TM) Local Markets harnesses all of the comprehensive anonymous research capabilities - massive sample size, second-by-second measurement, and Timeshifting data - that TiVo currently provides for national programming and commercials and brings it to a local level to help evaluate local programming and advertising.

Stop||Watch(TM) Local Markets offers numerous advantages over other sources of local market audience data, including:

   --  Enormous anonymous sample sizes ranging from 25,000 TiVo subscribers       in the Top 20 markets down to 5,000 in the smallest local markets (in       comparison, those markets that are electronically measured by the       existing currency panel, which are the biggest markets, rely on less       than 1,000 households, often as few as 400).   --  Second-by-second anonymous audience measurement, which enables       measurement of specific commercials (there are no commercial ratings       in the existing currency).   --  Live and Timeshifted anonymous monitoring of DVR viewing behavior and       commercial fast-forwarding (the existing currency offers a limited       amount of Timeshifting data and reports program viewership only - no       indication of how many commercials were viewed versus fast-forwarded).   --  Full national footprint with enough subscribers to produce stable       anonymous ratings in virtually every market across the nation and       covering all signal sources including digital cable, analog cable,       satellite, over-the-air and telephone (no other set-top-box data       platform offers comparable coverage).    

The Stop||Watch(TM) Local Markets anonymous ratings service is capable of covering every market in the U.S. TiVo will be working with its charter customers to determine the sequence and timing of market roll-outs.

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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 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. http://www.tivo.com/

First Call Analyst:
FCMN Contact: emilster@sloanepr.com

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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Profile: International Entertainment