SOURCE: TiVo

TiVo

March 04, 2010 08:30 ET

TV Advertisements for Best Picture Oscar® Nominees Show Varying Degrees of Effectiveness According to TiVo

"Up in the Air" Dominates Across Several Household Demographics While "Avatar" Fails to Grab Top Billing Despite Its Box Office Success

ALVISO, CA--(Marketwire - March 4, 2010) - TiVo Inc. (NASDAQ: TIVO), the creator of and a leader in television services and advertising solutions for digital video recorders (DVRs), today unveiled audience viewing data examining how well advertisements for this year's Academy Awards® Best Picture nominees fared across a number of key household demographics, as viewed by TiVo® service subscribers. Using its Stop||Watch™ ratings service and its Power||Watch™ ratings service, TiVo identified the most popular movie commercials when it came to capturing viewers' attention and avoiding the fast-forward button over the past six months.

The Power||Watch™ ratings service provides TiVo the ability to look at subscribers' TV viewing habits broken down by standard household demographics such as income, geography, ethnicity, number/age of children, as well as behavioral traits including how often they go to the movies, among others. Given these 35,000 TiVo subscribers have expressly consented to TiVo's collection of their personally identifiable viewing information, TiVo can associate household characteristics with the viewership data to produce program and commercial viewership reports based on aggregate demographic and behavioral audience groups.

Based on the viewership results, the advertisements for "Up in the Air" were far and away the favorites, earning top billing across broadcast and cable in almost every household demographic examined, including frequent movie goers, income over $100,000 and several categories with children in various age groups. Only among households with children 2-5 years of age viewing advertisements on cable channels did the movie starring George Clooney fail to take the top spot, which went to computer-animated film "Up." Interestingly, "Avatar," the highest grossing box office film in history, placed in the top three several times but failed to ever grab first place.

Todd Juenger, Vice President & General Manager, TiVo Audience Research & Measurement, said, "While movie spots generally perform better than most other categories, there is still a huge range between how much and how little they are fast-forwarded. For example, among 'frequent movie goers' spots for 'Up' were fast-forwarded over four times more often than spots for 'Up in the Air.' Another interesting finding was that while 'Avatar' ads did very well, showing up on most lists among the top three with very low fast-forward rates, the ad campaign for 'Up in the Air' was truly extraordinary. For instance, among households who are frequent movie goers, only 15.5% of timeshifted viewers, on average, fast-forwarded through ads for 'Up in the Air' on broadcast networks. In other words, even though everybody could have fast-forwarded through the ads, nearly 85% of these households chose to watch instead. 'Up in the Air' even placed higher among households with children than child-friendly films like 'The Blind Side' or 'Up.'"

Juenger continued, "While the results of this data aren't intended to predict this year's winner, they do clearly demonstrate the effectiveness of the advertisements to pique interest. After seeing the commercials, whether the viewers choose to go see the movie, or the Academy members deem it worthy of the industry's top prize, is a different matter."

And the award for most watched movie advertisement goes to...*

Among frequent movie goers

Broadcast

Rank       MOVIE               Spot Count Fast-forward Rate**
           ------------------- ---------- -----------------
1          Up in the Air            62         0.155
           ------------------- ---------- -----------------
2          Avatar                   33         0.413
           ------------------- ---------- -----------------
3          Inglorious Bastards      29         0.487
           ------------------- ---------- -----------------
4          The Blind Side           33         0.493
           ------------------- ---------- -----------------
5          District 9               76         0.524
           ------------------- ---------- -----------------
6          Precious                  5         0.628
           ------------------- ---------- -----------------
7          Up                       39         0.717
           ------------------- ---------- -----------------


Cable

Rank       MOVIE               Spot Count Fast-forward Rate
           ------------------- ---------- -----------------
1          Up in the Air          1465         0.130
           ------------------- ---------- -----------------
2          Avatar                  904         0.225
           ------------------- ---------- -----------------
3          District 9             1414         0.292
           ------------------- ---------- -----------------
4          Up                      470         0.293
           ------------------- ---------- -----------------
5          The Blind Side          889         0.373
           ------------------- ---------- -----------------
6          Precious                775         0.425
           ------------------- ---------- -----------------
7          Inglorious Bastards     165         0.480
           ------------------- ---------- -----------------

Household income more than $100,000

Broadcast

Rank       MOVIE               Spot Count Fast-forward Rate
           ------------------- ---------- -----------------
1          Up in the Air            62         0.184
           ------------------- ---------- -----------------
2          The Blind Side           33         0.497
           ------------------- ---------- -----------------
3          Inglorious Bastards      29         0.501
           ------------------- ---------- -----------------


Cable

Rank       MOVIE               Spot Count Fast-forward Rate
           ------------------- ---------- -----------------
1          Up in the Air          1465         0.184
           ------------------- ---------- -----------------
2          Avatar                  904         0.284
           ------------------- ---------- -----------------
3          Up                      470         0.341
           ------------------- ---------- -----------------

In households who have children 2-5 years old

Broadcast

Rank       MOVIE               Spot Count Fast-forward Rate
           ------------------- ---------- -----------------
1          Up in the Air            62         0.184
           ------------------- ---------- -----------------
2          The Blind Side           33         0.484
           ------------------- ---------- -----------------
3          Avatar                   33         0.493
           ------------------- ---------- -----------------


Cable

Rank       MOVIE               Spot Count Fast-forward Rate
           ------------------- ---------- -----------------
1          Up                      470         0.101
           ------------------- ---------- -----------------
2          Up in the Air          1465         0.147
           ------------------- ---------- -----------------
3          Avatar                  904         0.265
           ------------------- ---------- -----------------

In households who have children 6-11 years old

Broadcast

Rank       MOVIE               Spot Count Fast-forward Rate
           ------------------- ---------- -----------------
1          Up in the Air            62         0.200
           ------------------- ---------- -----------------
2          The Blind Side           33         0.443
           ------------------- ---------- -----------------
3          Avatar                   33         0.501
           ------------------- ---------- -----------------


Cable

Rank       MOVIE               Spot Count Fast-forward Rate
           ------------------- ---------- -----------------
1          Up in the Air          1465         0.201
           ------------------- ---------- -----------------
2          Up                      470         0.228
           ------------------- ---------- -----------------
3          Avatar                  904         0.299
           ------------------- ---------- -----------------

In households who have children 12-17 years old

Broadcast

Rank       MOVIE               Spot Count Fast-forward Rate
           ------------------- ---------- -----------------
1          Up in the Air            62         0.178
           ------------------- ---------- -----------------
2          Avatar                   33         0.466
           ------------------- ---------- -----------------
3          The Blind Side           33         0.479
           ------------------- ---------- -----------------


Cable

Rank       MOVIE               Spot Count Fast-forward Rate
           ------------------- ---------- -----------------
1          Up in the Air          1465         0.223
           ------------------- ---------- -----------------
2          Avatar                  904         0.311
           ------------------- ---------- -----------------
3          District 9             1414         0.312
           ------------------- ---------- -----------------

All Stop||Watch measured households

Broadcast

Rank       MOVIE               Spot Count Fast-forward Rate
           ------------------- ---------- -----------------
1          Up in the Air            59         0.269
           ------------------- ---------- -----------------
2          The Blind Side           33         0.452
           ------------------- ---------- -----------------
3          Inglorious Bastards      29         0.469
           ------------------- ---------- -----------------


Cable

Rank       MOVIE               Spot Count Fast-forward Rate
           ------------------- ---------- -----------------
1          Up in the Air          1831         0.310
           ------------------- ---------- -----------------
2          Avatar                  973         0.372
           ------------------- ---------- -----------------
3          District 9             1548         0.435
           ------------------- ---------- -----------------

* A minimum of 20 spots on broadcast and/or cable were needed to be considered for this ranking -- "The Hurt Locker," "A Serious Man," and "An Education" did not meet this minimum. Stop||Watch data reflects January 2009 - January 2010 and Power||Watch data reflects July 2009 - January 2010.

** Among timeshifted viewers, the percentage of audience that is lost to fast-forwarding during the commercial.

The Stop||Watch™ 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 112 networks from 5:00am - 11:30pm.

TiVo Stop||Watch™ ratings service data is derived from a daily, aggregate, anonymous, stratified random sample of 350,000 TiVo subscribers -- from which the second-by-second "clickstream" of behavior and viewership is collected and assessed. The Stop||Watch™ 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™ 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.

TiVo's Power||Watch™ ratings service provides advertisers access to second-by-second program and commercial ratings data, with demographic segmentations, for 35,000 households who have volunteered to take part in a "passive" consumer panel. The Power||Watch™ 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 True Targets™ data is information based on TiVo's Power||Watch™ ratings service sample that affords advertisers a better understanding of television behavioral segments and can help significantly improve consumer targeting and ROI.

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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