SOURCE: TiVo Inc.

TiVo Inc.

January 08, 2014 10:00 ET

TiVo Presents Fifth Annual "Battle of the Consumer Electronics Brands at CES" Scorecard

Least and Most Fast-Forwarded Ads of the Year

Results Underscore the Need for Brands to Embrace Granular TV Viewing Data to Improve Ad Effectiveness and Reduce Wasteful Spending

Winning Brands Include Best Buy, AT&T Wireless, Samsung Television and Xbox One

LAS VEGAS, NV--(Marketwired - Jan 8, 2014) - TiVo Research and Analytics, Inc. (TRA), a wholly-owned subsidiary of TiVo Inc. (NASDAQ: TIVO), today reported the winners and losers of its fifth annual Battle of the Consumer Electronics Brands at CES TV advertising competition.

Brands were evaluated with respect to how well their ads resonated with TiVo service subscribers, as measured by their propensity to watch, rewind or fast-forward through the brands' spots during time-shifted viewing. While overall by-brand fast-forwarding rates were the key criterion, several other factors were also considered in assigning winning and losing brands, including the following: fast-forwarding rates in similar, or different, media environments (i.e., media type, network, daypart); fast-forwarding rates for spots that ran in the first and middle commercial pod positions; and fast-forwarding rates for different advertising creative executions for a given brand.

"Once again, close analysis of consumer viewing patterns demonstrates the wide variation in attention to and effectiveness of television advertising in ways that are not measured by the traditional measurement methods nor captured via the TV ratings currency," said Tara Maitra, Senior Vice President and GM of Content and Media Sales at TiVo. "AT&T and GoPro demonstrated the value of great creative with AT&T using humor in their 'It's Not Complicated' campaign and GoPro using visual impact to enhance consumer attention and engagement. By making granular data about attention to and performance of TV advertising available to brands, TRA continues to help advertisers maximize the impact of their ad spend."

TiVo Research announced the winning and losing brands, based on analysis of national TV ads that ran between January and November 2013, during the 2014 International Consumer Electronics Show (CES) in Las Vegas.

Retail Outlets

Best Buy vs. Mass Merchants:
Walmart, Target, Kmart, Sears -- For the third time in five years Best Buy wins

  • Best Buy experienced the lowest overall fast-forwarding compared to the other four major retailers.
  • Best Buy also scored the lowest fast-forward rate in the toughest pod position to get attention, the middle position.
  • In primetime, where Best Buy aired one quarter of its spots, it earned a lower fast-forward rate than any of the four mass merchant retailers.

Television:
Vizio vs. Samsung -- For the first time in five years the winner is... Samsung

  • With the total spot count down 40% from last year in the Television category, Samsung delivered the lowest fast-forward rate overall when compared to Vizio on the cable networks.
  • With over 15% of its spots in the first pod position, Samsung's fast-forward rate was 60% lower than Vizio's in the coveted A (first) position.
  • Vizio scored a 30% lower fast-forward rate than Samsung in the primetime daypart.

Wireless:
AT&T Wireless vs. Sprint vs. T-Mobile vs. Verizon Wireless -- For the first time in five years Verizon Wireless ranks second to AT&T Wireless

  • While Verizon Wireless still scored the lowest overall fast-forward rate, AT&T Wireless came out on top when the broadcast networks alone were evaluated.
  • With more than twice as many spots as any other wireless carrier, AT&T delivered a superior fast-forward rate in primetime.
  • AT&T also came out on top in the very difficult middle pod position.
  • All four wireless carriers aired nearly one quarter of their broadcast spots on ABC, but only AT&T scored the lowest fast-forward rate.

Tablets:
Amazon Kindle vs. Apple iPad vs. Google Nexus vs. Microsoft Surface -- The winner is... Google Nexus

  • Both the Microsoft Surface and the Google Nexus considerably increased their advertising campaigns in 2013, but it was the Google Nexus who came away with the lowest overall fast-forward rate.
  • Google Nexus scored a superior fast-forward rate on the broadcast networks compared to all the other tablets.
  • Google Nexus also delivered the lowest fast-forward rate in both the first and middle pod positions.

Digital Cameras:
Canon EOS vs. GoPro Hero vs. Nikon D -- The winner is... GoPro Hero

  • With the entire digital camera category spot count down by more than 50% compared to 2012, GoPro scored the lowest overall fast-forward rate.
  • Despite Ashton Kutcher's best effort for Nikon D, GoPro's visually stunning advertising campaign allowed it to garner the lowest fast-forward rate in the first and middle pod positions.
  • GoPro also produced the highest percent of spots in the first pod position.

Game System:
Nintendo Wii U vs. Sony PlayStation 4 vs. Microsoft Xbox One -- The winner for the second year in a row is... Xbox

  • Microsoft Xbox One garnered a lower overall fast-forward rate than Sony PlayStation 4 and Nintendo Wii U.
  • All three game systems aired over 20% of their spots in the primetime daypart, but Xbox One came out on top when it came to fast-forward rate.
  • With an aggressive campaign that included Brian Urlacher and Ray Lewis, Xbox One scored the lowest fast-forward rate in the first pod position compared to any brand featured in TiVo's 2013 Battle of the Consumer Electronics Brands.

Smartphones:
Apple iPhone vs. HTC One vs. LG G2 vs. Motorola Moto X vs. Nokia Lumia vs. Samsung Galaxy
In this year's tightest race the winner is... HTC One

  • HTC One delivered the best overall fast-forward rate of any smartphone.
  • While Apple iPhone managed to place over 20% of its spots in the A position, it was HTC One, with only 11% of its spots in the first position, that scored a superior fast-forward rate.
  • Thanks to the imaginative campaign featuring Robert Downey Jr., the HTC One scored the lowest fast-forward rate versus the other smartphones for a specific creative spot.

TiVo Research also helps advertisers, agencies and television networks improve advertising targeting, accountability and return on media investment within the Automotive, Consumer Packaged Goods, and Pharmaceutical industries, as well as a growing number of advertisers with their own proprietary customer marketing databases. To learn more about TiVo Research's capabilities and services please visit www.tivoresearch.com.

About TiVo Research and Analytics, Inc. (TRA)
TiVo Research and Analytics, Inc. (TRA), a subsidiary of TiVo Inc., is a leading media marketing and analytics software company whose products help advertisers, agencies and television networks improve advertising targeting, accountability and return on media investment within the Automotive, Consumer Packaged Goods, and Pharmaceutical industries, as well as a growing number of client CRM engagements. TRA's web-based Media TRAnalytics® platform matches the TV advertising households actually receive with the products the same households actually buy, enabling TRA clients to find "The Right Audience®" while providing an unmatched level of transparency, measurement, media planning/selling and improved ROI. TRA clients include Procter and Gamble, CBS, A&E Television Networks, ION Media, Scripps Networks, Oscar Mayer and Starcom MediaVest Group. More information at: www.traglobal.com.

About TiVo
Founded in 1997, TiVo Inc. (NASDAQ: TIVO) developed the first commercially available digital video recorder (PVR). Today TiVo is a global leader in advanced television service for virtually any platform or device. TiVo offers its service directly to consumers, and 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 PVR 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. 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.

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