SOURCE: TiVo

TiVo

January 05, 2011 08:30 ET

TiVo Unveils Second Annual "Battle of the Consumer Electronics Brands at CES" Scorecard

Winning Brands With Best Overall Ad Performance for the Second Year Running Include Best Buy, Canon, LG, and Verizon Wireless

LAS VEGAS, NV--(Marketwire - January 5, 2011) - TiVo Inc. (NASDAQ: TIVO), the creator of and a leader in television services and advertising solutions for digital video recorders (DVRs), today reported the winners and losers of the second annual Battle of the Consumer Electronics Brands at CES TV advertising competition.

Using its Stop||Watch™ and Power||Watch™ ratings services, TiVo evaluated competing consumer electronics companies that ran national TV ads to identify which brands had commercials that were most effective at retaining audiences, as viewed by TiVo® service subscribers. TiVo's second-by-second, anonymous audience measurement tools enable brand managers, advertisers and broadcasters to measure DVR viewing behavior for specific commercials and programs with an unmatched level of granularity, accuracy and, importantly, increased accountability for advertisements.

Elissa Lee, Vice President, TiVo Research & ARM Product Management, said, "Back by popular demand, we are again crowning winning and losing consumer electronics brands based on how well their national TV campaigns resonated with viewers. The key take away from this year's research is that brands are still wasting millions of dollars not buying spots based on how and where they can minimize fast-forwarding thru ads. In these challenging economic times when brands are working to ensure ad spend is as effective as possible, having access to the granular live and time-shifted TV viewing data that only TiVo can provide can be a critical component in helping to improve ROI. Our goal with this annual scorecard isn't to predict product sales, rather to remind brands that there is better, more accurate data available to them as they try to understand viewing behavior, and, moreover, that relying solely on the existing currency, which offers a limited amount of time-shifting data and no commercial ratings, can be an extremely wasteful way to allocate ad dollars."

TiVo announced the winning and losing brands, based on national TV ads that ran between January and November 2010, during the 2011 International Consumer Electronics Show (CES) in Las Vegas. 

Retail Outlets
Best Buy vs. Mass Merchants: Wal-Mart, Target, Kmart, Sears [For the second year in a row, the winner is... Best Buy]

  • Best Buy experienced 15-30% less overall fast-forwarding of its commercials than each of the other four mass merchants.
  • Best Buy spots also experienced 10-15% less fast-forwarding on broadcast networks than all four other mass merchants.
  • Best Buy spots experienced approximately 10-20% less fast-forwarding in primetime than Kmart, Target and Wal-Mart and 6% less than Sears.
  • Best Buy experienced 20-30% less fast-forwarding among time-shifted viewers than all four mass merchants among the True Target "Tech-forward - top quartile of device ownership."

E-Readers / Tablets
Apple iPad vs. Amazon Kindle [The winner is... Amazon Kindle]

  • The Amazon Kindle aired 28% more spots than the Apple iPad and scored lower overall fast-forwarding among time-shifted viewers.
  • The Apple iPad aired a higher proportion of spots in the coveted first pod position than the Amazon Kindle, but the Kindle delivered a lower fast-forward rate among time-shifted viewers in the first pod.
  • Both the Amazon Kindle and the Apple iPad aired over one hundred spots on ABC with the Kindle delivering 12% less fast-forwarding among time-shifted viewers than the iPad.
  • Over on the cable side, both brands aired significant schedules on Comedy Central, but while the Kindle only experienced a 24% fast-forward rate among time-shifted viewers the iPad doubled the rate with 48%.
  • The Kindle experienced 9% less fast-forwarding among time-shifted viewers than the iPad among the True Target "Love to buy new gadgets and appliances - top agree."

HD Televisions
LG vs. Samsung vs. Sony [For the second year in a row, the winner is... LG]

  • Even though the first position of a pod is the most coveted spot for advertisers, the majority of spots, around 50% for all three TV manufacturers, air in the middle position and LG scored the lowest fast-forward rate among time-shifted viewers compared to Samsung and Sony.
  • All three TV manufacturers emphasized different cable networks, but the one network they all aired significant spots on was ESPN. LG achieved the lowest fast-forward rate among time-shifted viewers on ESPN compared to Samsung and Sony.
  • LG and Sony commercials had less fast-forwarding during time-shifted viewing than Samsung among households that were planning to buy an HDTV in next 12 months.
  • "The first LED 3D TV" was the least fast-forwarded LG commercial, "TV and internet together" was the least fast-forwarded Sony spot and "Introducing the world's first 3D LED TV" was the least fast-forwarded Samsung commercial.

Wireless Telecom
AT&T Wireless vs. Sprint vs. T-Mobile vs. Verizon Wireless [For the second year in a row, the winner is... Verizon Wireless]

  • AT&T Wireless and Verizon Wireless ran significantly more spots in prime than T-Mobile or Sprint and Verizon Wireless had the least amount of fast-forwarding among time-shifted viewers in prime.
  • Sprint aired the highest proportion of its spots on broadcast television but Verizon Wireless achieved the lowest fast-forward rate on broadcast versus the other three wireless providers.
  • All four wireless providers aired significant schedules on MTV, but only Verizon Wireless achieved a fast-forward rate under 60% among time-shifted viewers.
  • The least fast-forwarded Verizon Wireless spot was "Visit your social network in person." The least fast-forwarded AT&T Wireless spot was "Pretty fades but fly is forever." The least fast-forwarded Sprint spot was "Three of the best 3G phones." The least fast-forwarded T-Mobile spot was "As turbo charged as you."

Digital Cameras
Canon EOS vs. Nikon D [For the second year in a row, the winner is... Canon]

  • Canon EOS and the Nikon D aired very similar spot counts during 2010 and their overall results were on par with each other. But when you dig a little deeper you discover the Canon EOS aired a superior schedule.
  • In two of the Canon EOS top dayparts, prime and late fringe, the digital camera scored a fast-forward rate that was 10-15% less than the Nikon D.
  • On TNT and the National Geographic Channel, where both digital camera brands had significant exposure, the Canon EOS delivered a lower fast-forward rate among time-shifted viewers than the Nikon D.
  • "Shoot in full HD video" was the least fast-forwarded Canon EOS commercial and "Ashton & models at fashion show" was the least fast-forwarded Nikon D commercial.
  • Canon EOS spots experienced 12% less fast-forwarding in prime among households that are anticipating having a child in next two years compared with Nikon D.

Handheld Video Game Consoles
Nintendo DSI XL vs. Sony PlayStation PSP® [The winner is... Nintendo DSI XL]

  • Sony PlayStation PSP aired 85% more spots than the Nintendo DSI XL overall but it experienced approximately 16% more fast-forwarding in time-shifted mode.
  • Likewise in primetime, Sony PlayStation PSP suffered 19% more fast-forwarding among time-shifted viewers than Nintendo DSI XL.
  • Sony PlayStation PSP experienced twice the fast-forward rate in cable among time-shifted viewers compared to Nintendo DSI XL.
  • Nintendo DSI XL and Sony PlayStation PSP emphasized similar cable networks, most notably Comedy Central and Nickelodeon. In each instance Sony experienced significantly more fast-forwarding among time-shifted viewers than Nintendo.
  • Nintendo's least fast-forwarded spot was "93% larger screens" while Sony PlayStation's least fast-forwarded spot was "M. Rivers: step your game up."

The evaluation criteria was based on which brands' advertising resonated best with target consumers, as evidenced by their propensity to watch, or fast-forward, through the spots during time-shifted viewing. While overall fast-forwarding rates were key criteria, many other factors were also considered in assigning winning and losing brands including:

  • Fast-forwarding rates in similar, or different, media environments (i.e. networks, dayparts, programs).
  • Fast-forwarding rates for spots that ran in the first pod position.
  • Fast-forwarding rates among key target groups. For example, for digital camera brands, households expecting to have a child in next 12 months (as identified by TiVo's True Targets™ data).
  • Fast-forwarding rates for different creative executions and different spot lengths.

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

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