TiVo Announces Latest Results of Its Stop||Watch(TM) Commercial, Program Rankings

Categories: TiVo News

Written By

September 17th, 2008

From a TiVo Press Release:

Cable Network Programs Thrive in Summer Months During Off Season for Broadcast Networks -

Alltel Wireless Animated Advertising Vignettes Deliver 280% Increase in Timeshifted Audience - 

ALVISO, Calif., Sept. 17 /PRNewswire-FirstCall/ -- TiVo Inc. (Nasdaq: TIVO - News), the creator of and a leader in advertising solutions and television services for digital video recorders (DVRs), today unveiled the Top Commercial and Program Rankings for July 2008, as viewed by TiVo® service subscribers. In what has become a recurring summer trend, a number of cable networks including TNT, USA and Lifetime were able to crack the Top 10 Commercial and Program lists for both Total and Timeshifted viewing due, in large part, to airing new episodes when the major broadcast networks were on hiatus. The broadcast networks were, however, able to hang on to the top spots thanks to FOX's So You Think You Can Dance -- the July 16 episode was the most watched program among both Total and Timeshifted viewers.   

"The cable networks have found and continue to exploit a chink in the broadcast networks' armor -- a summer hiatus which results in repeats," said Todd Juenger, Vice President & General Manager, TiVo Audience Research & Measurement. "Not only does viewership rise for Top cable programs, but the viewing behavior also changes, with many more people choosing to watch on a Timeshifted basis -- just like Top broadcast programs during the September through May season. Among the Top cable programs in July, more than 50% of viewership was Timeshifted."

Juenger continued, "What is perhaps more interesting is that once again we see a single program's ads dominating the Top Commercial spots but the program itself failing to make the Top 10. For example, a total of six of the Top 10 Commercials ran during The Major League Baseball All Star Game, yet the game itself did not even place among the Top 10 Programs. The reason is because most viewers chose to watch the All Star Game live, as with many sporting events, so fast-forwarding is not an option."

    July -- Top Commercials v. Top Programs (Total Viewing)

    Top Commercials - Total Viewing
        Brand                    Program                     Date    rating
    1.  TGI Fridays Restaurant   The Bachelorette - ABC     7 - July   6.8
    2.  AT&T Wireless Service    MLB All-Star Game - FOX   15 - July   6.8
    3.  Sony Pineapple Express
        Movie                    MLB All-Star Game - FOX   15 - July   6.8
    4.  Gatorade Beverage        MLB All-Star Game - FOX   15 - July   6.7
    5.  Walt Disney Swing Vote   The Bachelorette - ABC     7 - July   6.7
    6.  Dell Computers           So You Think You
                                 Can Dance - FOX           16 - July   6.6
    7.  Dish Network Satellite
        System                   MLB All-Star Game - FOX   15 - July   6.6
    8.  Cars.Com Online          MLB All-Star Game - FOX   15 - July   6.6
    9.  Sprint PCS Wireless
        Service                  The Bachelorette - ABC     7 - July   6.6
    10. Burger King Restaurant   MLB All-Star Game - FOX   15 - July   6.4

    Top Programs - Total Viewing
        Program                                       Date             Rating
    1.  So You Think You Can Dance - FOX            16 - July           10.0
    2.  So You Think You Can Dance - FOX            23 - July            9.7
    3.  So You Think You Can Dance - FOX             2 - July            9.6
    4.  So You Think You Can Dance - FOX             9 - July            9.6
    5.  The Bachelorette - ABC                       7 - July            8.4
    6.  The Closer - TNT                            14 - July            8.3
    7.  So You Think You Can Dance - FOX            17 - July            8.1
    8.  So You Think You Can Dance - FOX            10 - July            8.0
    9.  Hell's Kitchen - FOX                         8 - July            7.9
    10. The Closer - TNT                            21 - July            7.9

          --   Though it placed only one spot in the Top 10 Commercials, FOX's
               So You Think You Can Dance continued its summertime dominance
               of Top Programs, with six episodes making the Top 10.
          --   Repeating a summertime theme, cable networks make the Top 10
               Commercial and Program lists during the summer, with TNT's The
               Closer winning two of the Top 10 spots.

    July -- Top Commercials v. Top Programs (Timeshifted Viewing)

    Top Commercials - Timeshifted Viewing
         Brand                    Program                    Date      Rating
    1.   Alltel Vignette          Psych - USA              18 - July    3.7
    2.   Alltel Vignette          Psych - USA              25 - July    3.7
    3.   SAAB Autos Vignette      Burn Notice - USA        24 - July    3.6
    4.   Ford Motor Company       Army Wives - Lifetime    13 - July    3.2
    5.   Dannon Activa Yogurt     Swingtown - CBS           3 - July    2.8
    6.   Sony Pictures Hancock    So You Think You Can
                                  Dance - FOX               2 - July    2.7
    7.   Dell Computers           So You Think You Can
                                  Dance - FOX              16 - July    2.7
    8.   MasterCard Debit Card    So You Think You Can
                                  Dance - FOX              16 - July    2.7
    9.   Verizon Wireless Service Burn Notice - USA        24 - July    2.6
    10.  20th Century Fox Meet    So You Think You Can
         Dave                     Dance - FOX               2 - July    2.5

    Top Programs - Timeshifted Viewing
          Program                                     Date             Rating
    1.    So You Think You Can Dance - FOX          16 - July            6.5
    2.    So You Think You Can Dance - FOX           2 - July            6.4
    3.    So You Think You Can Dance - FOX          23 - July            6.3
    4.    The Closer - TNT                          14 - July            6.3
    5.    So You Think You Can Dance - FOX           9 - July            6.2
    6.    The Closer - TNT                          21 - July            6.0
    7.    Burn Notice - USA                         10 - July            5.5
    8.    Burn Notice - USA                         17 - July            5.2
    9.    Burn Notice - USA                         24 - July            5.2
    10.   Hell's Kitchen - FOX                       8 - July            5.2

          --   Two of Alltel's animated vignettes, which ran during the Season
               3 Premier of USA Network's Psych, topped the Top 10 Commercials
               in Timeshifted viewing.
          --   Once again, movie trailers place among the Top 10, with spots
               for Meet Dave and Hancock making the list.
          --   As for Total Viewing, cable networks drew high ratings for
               Timeshifted Viewing, with five of the Top 10 Commercial spots
               airing during a cable broadcast.  Cable networks also aired
               five of the Top 10 Programs for the month.

    July - Least Fast-Forwarded Brand Rankings

    Least Fast-Forwarded Brand Ranking*

        Broadcast Networks** -          Select Cable & Broadcast Networks*** -
              Primetime                              Primetime

         Brand                               Brand
    1.   DirecTV Satellite System        1.  CITGO Petroleum Corp
    2.   Lincoln Auto                    2.  Mantis Lawn & Garden
    3.   Plavix Blood Thinner            3.  Finallyfast.com Online
    4.   Apple iPhone Wireless Phones    4.  One-A-Day Men's 50 Plus Vitamins
    5.   L'Oreal Skin Genesis Facial     5.  Air Heads Extreme Candy
    6.   Aflac Medical Insurance         6.  Dannon "Danimals" Kids Drinkable
                                             Yogurt
    7.   Hyundai Trucks                  7.  Betty Crocker Fruit Stickers
    8.   Citibank MasterCard & Visa      8.  Wagner Paint Crew
    9.   Hertz.com Rent-a-Car            9.  Dr. Miracles Hair
    10.  Coca-Cola Classic Soft Drink    10. LG Wireless Phones

     *    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

As DVRs, Timeshifting, and commercial avoidance continue to proliferate, most networks and many advertisers are experimenting with different pod configurations and advertising formats, trying to reduce fast-forwarding as much as possible. USA Network and Alltel Wireless had a relatively successful case study in July. Alltel sponsored a series of animated vignettes that ran during the Season 3 premier of USA Network's Psych. The vignette series, Big Adventures of Little Shawn & Gus featured caricature versions of the two main characters as children.

"Most people watching in Timeshifted mode are going to fast-forward through commercials, it's just a fact," said Juenger. "However, we also know some commercials get fast-forwarded less than others -- that's the power of the TiVo Stop||Watch(TM) ratings service data. In the Alltel experiment, only about 28% of viewers fast-forwarded through the Alltel vignettes, compared to 74% of viewers who fast-forwarded through the other spots in the same pod. The Alltel animated vignettes generated almost three times the Timeshifted ratings as the remainder of the commercial pod. Whether the spots had the desired impact for the Alltel brand is a different question, but they certainly succeeded in significantly increasing Timeshifted viewership of their ad message. There are hundreds of similar experiments underway, and the TiVo Stop||Watch(TM) ratings service is the best available source to measure their effectiveness with Timeshifted viewers."

Mr. Juenger also noted that the increased viewership garnered by Alltel essentially comes at a discount to Alltel -- or is subsidized by the other advertisers in the program -- because of the industry's currency metric, which averages commercial minutes to arrive at a blended rate. This means every advertiser is credited with the same audience, and presumably pays the same rate, regardless of how may people are watching each advertisers specific ad.

 

    July - USA Psych's "Big Adventures of Little Shawn & Gus" from Alltel

                            Psych Season 3 Premier
                             Time Shifted Ratings

          5.149              3.689              1.319              5.272

    10:10:45-10:16:01  10:16:02-10:16:53  10:16:54-10:19:53  10:19:54-10:30:37

          Psych              Alltel       Remainder of Break       Psych

 
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