- BRAVO Runs Highest Rated Overall Spot; Alltel Vignettes on USA Network Most Successful Timeshifted Commercial Spots of 2008 -
- TiVo Gives Top Timeshifted Commercial Rankings for 2008 -
- Budweiser, Financial Firms, Among Least Fast-Forwarded Brands in 2008 -
ALVISO, Calif., Jan. 21 /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 an analysis of television viewing behavior among TiVo(R) service subscribers for 2008. According to its Stop||Watch(TM) ratings service, a majority of primetime broadcast programming was Timeshifted at high rates last year, but the most dramatic spikes occurred during sweeps months, when networks aired highly promoted episodes of original primetime programming.
Roughly 54% of primetime programming was viewed on a Timeshifted basis during broadcast sweeps in May and October of 2008, demonstrating a correlation between the most highly promoted (and arguably most compelling) programming and the amount of Timeshifting among viewers. Timeshifting during sweeps contrasts sharply with the summer months of June, July, and August, where only about 40% of viewing took place on a Timeshifted basis. While a healthy amount of Timeshifting took place during the summer months, it amounted to much less than the amount of Timeshifting during network sweeps in May and October.
Todd Juenger, Vice President & General Manager, TiVo Audience Research & Measurement, said, "The Stop||Watch(TM) ratings service offers pure insight into DVR behavior - how do viewers watch TV when they have the ability to Timeshift? The answer is clear: if you have a DVR, you use it. Because the only other DVR viewing data available in the market includes data from a very small sample of DVR homes, and rolls in data from non-DVR households and non-DVR television sets, the dramatic impact of DVRs gets buried. The Stop||Watch(TM) ratings service offers a much larger sample size and a pure look at DVR behavior."
Broadcast Primetime Timeshifted Viewing - January - November 2008 Broadcast Month % Primetime Programs 2008 Timeshifted January 45.74 February 49.20 March 49.19 April 52.13 May 54.02 June 39.92 July 41.94 August 36.90 September 46.01 October 53.90 November 52.29
Juenger continued, "As Timeshifting increases so, too, does the likelihood that commercials will get fast-forwarded. This means that despite the fact that the most highly rated programs garner the biggest audiences and the heftiest advertising price tags, the reality is that ads that run during these programs are the ones getting fast-forwarded the most. In short, not all advertising is created equal, and DVR viewing does not impact all programs equally. The programs with the biggest budgets, biggest audiences, and highest priced advertising are exactly the same programs that are Timeshifted the most, and therefore experience the most commercial fast-forwarding. The effect of fast-forwarding on all industry stakeholders is enormous, and new business models must be developed. The first step is to understand what viewers are doing, and the Stop||Watch(TM) ratings service is essential in that regard. Furthermore it provides an economical, highly effective measurement of ROI that can be invaluable to advertisers and marketers as they assess ad spending in these challenging economic times."
TiVo also unveiled the Top Commercial and Brand Rankings for 2008 among both Total and Timeshifted viewers. FOX's American Idol, the hit reality talent search show, took the Top four most watched commercial spots among Total viewers. The highest rated commercial for 2008(1) ran during Idol's season finale on May 21st, 2008, just prior to the announcement of the contest winner. While FOX won big with Idol, advertisers who aired their commercials on ABC in 2008 also fared extremely well, as the network took the final six spots on the Top Ten list among Total Viewers for broadcast networks. CNN's coverage of the November 4th Presidential Election meanwhile dominated the Top Ten List among cable networks, as half of the Top Commercials that ran for the year aired during CNN's Election Night in America.
More revealing is the Top Commercials among Timeshifted viewers who had complete control over which ads they chose to watch or skip. Among Timeshifted viewers, 2008 continued an established trend for TiVo users, as movie trailers were the most commonly viewed Timeshifted commercials. Among cable networks, the highest rated spot for both Total and Timeshifted viewers ran during BRAVO's Project Runway, but the most successful Timeshifted spots overall went to the Alltel brand. As TiVo noted last year, Alltel and USA Network collaborated on an advertising campaign that closely integrated characters from the program Psych, delivering staggering Timeshifted audiences that prevented the majority of fast-forwarding.
Budweiser meanwhile continued to enhance its reputation as the authority on memorable ad campaigns, as the brand produced the least fast-forwarded commercials of 2008. Liberty Mutual and Bank of America were able to take advantage of consumer concerns about the economy to place ads in the two and three spots respectively on the Top Ten Least Fast Forwarded Brands list. The busy election year also provoked interest in politics, as two political "Brands", Republican Presidential Nominee John McCain and WeCanSolveIt.org were each among the Least Fast-Forwarded Brands in 2008.
Top Commercials* January - November 2008 - Broadcast v. Cable (Total Viewing) Top Commercials - Broadcast Brand Program Date Rating 1. Coca-Cola American Idol - 21 - May 20.21 Classic Soft FOX Drink 2. Paramount Love American Idol - 21 - May 16.28 Guru Movie FOX 3. Redoctane Guitar American Idol - 21 - May 16.20 Hero Video Game FOX 4. Redoctane Guitar American Idol - 21 - May 16.14 Hero Video Game FOX 5. 20(th) Century Grey's Anatomy - 6 - Nov 16.10 Fox Australia ABC 6. Paramount Grey's Anatomy - 25 - Sep 15.72 Curious Case of ABC Benjamin Button 7. JC Penney Dept The 80(th) 24 - Feb 15.71 Multi-PDTS Annual Academy Awards - ABC 8. American Express The 80(th) 24 - Feb 15.50 Credit Card Annual Academy Awards - ABC 9. L'Oreal Superior The 80(th) 24 - Feb 15.20 PRFRNC Hair Annual Academy Color Awards - ABC 10. L'Oreal Advanced The 80(th) 24 - Feb 15.16 RVLFT Double Annual Academy EY/CRM Awards - ABC
Top Commercials - Cable Brand Program Date Rating 1. Bluefly Outlet Store Project Runway - BRAVO 23 - Jan 6.51 2. Alltel Wireless Service Psych - USA 15 - Feb 6.10 3. Alltel Vignette Psych - USA 1 - Feb 5.42 4. Society/Human RSRC Election Night In 4 - Nov 5.22 MGT America - CNN 5. Alltel Vignette Psych - USA 25 - Jul 5.21 6. CTIA Cell Election Night In 4 - Nov 5.20 Telecom&/Assn America - CNN 7. Cosamin ASU Election Night In 4 - Nov 5.18 Nutritional America - CNN Supplement 8. Norfolk Southern Election Night In 4 - Nov 5.13 Rail Freight America - CNN 9. Exxon Mobile Election Night 4 - Nov 5.12 Corp CP In America - CNN 10. SAAB Autos Vignette Burn Notice - USA 24 - Jul 5.10 * Rankings do not include commercials that ran during Super Bowl XLII or XXIX Summer Olympics ** 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
Top Commercials* January - November 2008- Broadcast v. Cable (Timeshifted Viewing) Top Commercials - Broadcast Brand Program Date Rating 1. Universal The Office - 10 - Apr 12.02 Forgetting NBC Sarah Marshall 2. Coca-Cola American Idol - 21 - May 11.10 Classic Soft FOX Drink 3. 20(th) Century Grey's Anatomy - 21 - May 9.81 Fox Australia ABC 4. Sony Pictures House - FOX 21 - May 9.50 You Don't Mess With The Zohan 5. Paramount Grey's Anatomy - 6 - Nov 8.90 Curious ABC Case of Benjamin Button 6. New Line Four Desperate Housewives 25 - Sep 8.84 Christmases - ABC 7. Toyota Trucks House - FOX 24 - Feb 8.44 Sequoia 8. Redoctane American Idol - 24- Feb 8.12 Guitar Hero FOX Video Game 9. Walt Disney House - FOX 24 - Feb 7.80 Bedtime Stories 10. AT&T Wireless House - FOX 24 - Feb 7.80 Top Commercials - Cable Brand Program Date Rating 1. Bluefly Outlet Store Project Runway - 23 - Jan 5.33 Vignette Bravo 2. Alltel Wireless Service Psych - USA 15 - Feb 5.10 3. Alltel Vignette Psych - USA 1 - Feb 4.30 4. Alltel Vignette Psych - USA 18 - Jul 3.74 5. Alltel Vignette Psych - USA 25 - Jul 3.73 6. SAAB Autos Vignette Burn Notice - USA 24 - Jul 3.62 7. Alltel Vignette Psych - USA 15 - Aug 3.60 8. Alltel Vignette Psych - USA 5 - Sep 3.50 9. Alltel Vignette Psych - USA 12 - Sep 3.42 10. Alltel Vignette Psych - USA 15 - Feb 3.20 * Rankings do not include commercials that ran during Super Bowl XLII or XXIX Summer Olympics ** 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
Juenger said, "DVRs had a profound effect on the impact and reach of television advertising in 2008. The most successful commercials ran during the finale of American Idol and the Academy Awards broadcast, two programs that generally get most of their viewing Live. Those that succeeded on a Timeshifted basis, such as movie trailers and the Alltel Vignettes that were coupled with USA's Psych, were more engaging than the traditional 30 second spot. As we enter 2009, advertisers are going to be challenged to create innovative ways of reaching viewers in new ways if they want to avoid getting fast-forwarded."
Least Fast-Forwarded Brand Rankings January - November 20008 Timeshifted Least Fast-Forwarded Brand Ranking* Broadcast Networks** - Primetime Brand # of Spots 1. Budweiser Beer 88 2. Liberty Mutual VAR Insurance 23 3. Bank of American Consumer Services 29 4. McCain for President 28 5. Diet Coke Soft Drink 121 6. Coca-Cola Classic Soft Drink 29 7. Glaceau Flavored Vitamin Water 46 8. WeCanSolveIt.org Online 34 9. Ford Auto & Truck 30 10. Ford Focus Leasing 79 Select Cable & Broadcast Networks*** - Primetime Brand # of Spots 1. NFL.com Online 52 2. Alltel Vignette 77 3. Johnson & Johnson Vignette 23 4. GMC Trucks Yukon Denali 42 5. Flomax Vignette 26 6. Sprite Soft Drink 103 7. NFL Misc. Merchandise 37 8. AIG Insurance & Financial Services 55 9. Vizio Plasma TV 26 10. General Motors Corporation 47 * 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
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 66 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.
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) 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.
(1) Rankings do not include commercials that ran during Super Bowl XLII or XXIX Summer Olympics
SOURCE TiVo Inc.