Grey's Anatomy Has Largest Number of TiVo Subscriber Season Passes

Categories: Network TV Press Releases,TiVo News

Written By

June 8th, 2009

There are a lot of interesting numbers in this TiVo press release. I'm not sure there are any particularly meaningful ones, but that's more in the eye of the beholder.

While Grey's Anatomy has more TiVo season pass (automatic recording of all episodes) subscribers, we know that American Idol is the most watched shows on all DVRs. That likely indicates more about TiVo subscriber (about 3 million out of a US DVR population of over 30 million) behavior than anything else. The fact that TiVo subscribers behave differently from the general population is probably not great for TiVo's data sales efforts.

via press release:

TiVo Evaluates the Top Season Pass(TM) Programs in April Using Stop||Watch(TM) Ratings Service

Identifies the Highest, Lowest Rated Season Pass Programs Actually Viewed by Subscribers

Highest Viewed Commercial, Among Both Total and Timeshifted Viewers, Aired in Program Outside Top 10

ALVISO, Calif., June 8 /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 the Top 10 Season Pass(TM) programs in April 2009.

Using its Stop||Watch(TM) ratings service, TiVo ranked the programs with the highest percentage of Season Pass requests by TiVo subscribers and compared the percentage of subscribers who scheduled a Season Pass for programs with the viewership for those same programs. Based on this comparison TiVo then created a Season Pass Viewing Index. Primetime powerhouses like ABC's Grey's Anatomy and Desperate Housewives and FOX's American Idol and House where among the most requested by TiVo subscribers.

"Setting a Season Pass is one of the best demonstrations of commitment a viewer can make to a program," said Todd Juenger, Vice President & General Manager, TiVo Audience Research & Measurement. "Looking at The Top 10 Season Pass programs, they are all long-running, highly rated shows. This begs the question, once a commitment to a Season Pass is made, how often does the viewer follow through and actually watch the program? Among the Top 10 Season Pass Programs we see a consistency start to emerge, with program viewership settling in around 70-80% of Season Pass popularity. This tells us, if all the viewers of the program have a Season Pass, then about three-quarters of those with Season Passes are watching any particular episode. This is quite an impressive percentage considering that in terms of Total Viewership even the biggest television hits only have about 15% of households watching, with the vast majority of programs garnering less."

  April - Top 10 Season Pass Programs

  Most Season Passes

              Program                    % of Subscribers     Season Pass
                                        with Season Pass (a)   Index (b)

  1.  Grey's Anatomy - ABC                     27.1%              0.69
  2.  American Idol - FOX                      23.8%              0.67
  3.  Desperate Housewives - ABC               22.9%              0.74
  4.  House - FOX                              19.6%              0.67
  5.  Lost - ABC                               19.3%              0.66
  6.  24 - FOX                                 16.9%              0.72
  7.  CSI: Crime Scene Investigation - CBS     16.0%              0.75
  8.  Brothers & Sisters - ABC                 14.3%              0.93
  9.  The Office - NBC                         14.0%              0.74
  10. Dancing with the Stars - ABC             13.7%              0.79

  (a) Ratings based on TiVo's weekly Top 500 Season Pass list across the
      entire TiVo subscriber base
  (b) Total Avg Program Ratings / % Subs with Season Pass

Juenger continued, "The real surprise came when we discovered that it wasn't the long-running most popular shows that had the highest viewing relative to Season Pass, rather the new series such as Surviving Suburbia. This is likely because viewers were tuning in, but because the programs were so new, they aren't ready to commit to a Season Pass yet. That will depend on how much they like the program. We also found that programs with a tendency to have high levels of spontaneous or Live viewership such as Today and SpongeBob SquarePants topped the charts."

  April - Season Pass Rankings

  Highest Viewership

          Program           First Run   Total Avg   % of Subs   Season Pass
                            Episodes     Program   with Season   Index (b)
                                         Rating      Pass (a)

  1.  Surviving Suburbia
       - ABC                    3          5.0         0.6%         8.36
  2.  Today - NBC              28          4.2         0.9%         4.69
  3.  Cupid - ABC               3          5.4         1.6%         3.39
  4.  SpongeBob SquarePants
       - NIK                    1          2.7         1.0%         2.75
  5.  Howie Do It - NBC         8          1.9         0.7%         2.74
  6.  NASCAR Racing - FOX       2          3.4         1.3%         2.61
  7.  America's Most Wanted:
       AFB - FOX                3          1.8         0.7%         2.58
  8.  Parks & Recreation
       - NBC                    1          6.8         3.1%         2.21
  9.  America's Funniest
       Home Videos - ABC        2          3.1         1.4%         2.20
  10. Better Off Ted - ABC      4          3.7         1.7%         2.15

  Lowest Viewership

          Program           First Run   Total Avg   % of Subs   Season Pass
                            Episodes     Program   with Season   Index (b)
                                         Rating      Pass (a)
  1.  MotorWeek - SPEED         4          0.1         0.8%         0.16
  2.  Scooby Doo - FAM          2          0.2         0.7%         0.33
  3.  Phineas and Ferb - DXD    4          0.2         0.7%         0.34
  4.  UFC Unleashed - SPIKETV   2          0.4         1.0%         0.38
  5.  Trust Me - TNT            4          1.0         2.5%         0.39
  6.  Law & Order: Criminal
       Intent - USA             2          2.6         6.1%         0.43
  7.  Gardening by the Yard -
       HGTV                     3          0.3         0.7%         0.46
  8.  American Chopper - TLC    3          0.8         1.6%         0.48
  9.  Mythbusters - DSC         2          1.6         3.2%         0.48
  10. This Week W/George
       Stephanopoulos - ABC     4          0.9         1.7%         0.50

  (a) Ratings based on TiVo's weekly Top 500 Season Pass list across the
      entire TiVo subscriber base
  (b) Total Avg Program Ratings / % Subs with Season Pass

TiVo also unveiled the Top Commercial and Program Rankings for April among both Total and Timeshifted viewers. The usual mix of ABC's Grey's Anatomy and Desperate Housewives and FOX's American Idol dominated the Top 10 program rankings and all but one of the Top 10 commercials, which also happened to be the highest rated commercial, aired during these programs. Nissan's Altima ad received the highest commercial ranking among Total and Timeshifted viewers and aired during CSI: Crime Scene Investigation, which didn't even make the Top 10 program rankings in either Total or Timeshifted viewing.

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

  Top Commercials - Total Viewing

            Brand                 Program         Date      Rating

  1.  Nissan Autos Altima     CSI: Crime Scene
                               Investigation -
                               CBS               16-Apr      13.2
  2.  Walt Disney Hannah      American Idol -
       Montana Mov.            FOX                7-Apr      12.8
  3.  20th Cen Fox            Grey's Anatomy -
       X-Men Orgns Wlvrn Mv    ABC               23-Apr      12.8
  4.  AT&T Inc Cp             Grey's Anatomy -
                               ABC               23-Apr      12.0
  5.  Paramount Soloist       Desperate
       Movie                   Housewives - ABC  19-Apr      11.4
  6.  Maybelline NY Clsl      Desperate
       Vol Exprs Mscr          Housewives - ABC  26-Apr      11.3
  7.  VISA Debit Card         Grey's Anatomy -
                               ABC               23-Apr      11.1
  8.  AT&T Wireless           American Idol -
       Service                 FOX                7-Apr      11.0
  9.  AT&T Wireless           American Idol -
       Service                 FOX                7-Apr      10.9
  10. Apple Mac Computer      American Idol -
                               FOX               21-Apr      10.9

  Top Programs - Total Viewing

           Program                 Date               Rating

  1.  Grey's Anatomy - ABC         23-Apr              18.7
  2.  American Idol - FOX           7-Apr              17.5
  3.  American Idol - FOX          14-Apr              17.2
  4.  American Idol - FOX          21-Apr              17.2
  5.  Desperate Housewives - ABC   26-Apr              17.1
  6.  Desperate Housewives - ABC   19-Apr              16.8
  7.  American Idol - FOX          31-Mar              16.7
  8.  American Idol - FOX           1-Apr              15.0
  9.  American Idol - FOX          22-Apr              14.8
  10. American Idol - FOX          15-Apr              14.6

  --  CSI's Nissan spot nabs the top slot this month surpassing commercials
      that aired during American Idol and Grey's Anatomy, whose April 23
      episode was the highest rated program in Total Viewing.
  --  Looks like the AT&T's American Idol relationship is a win as the
      telephone company has two spots in the Top 10.

  --  Grey's Anatomy only delivered one commercial into the Top 10 this
      month likely because only one new episode was aired.

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

  Top Commercials - Timeshifted Viewing

            Brand                 Program         Date      Rating

  1.  Nissan Autos Altima    CSI: Crime Scene
                              Investigation -
                              CBS                16-Apr       8.8
  2.  Sony Obsessed Movie    House - FOX          6-Apr       7.1
  3.  20th Cen Fox           Grey's Anatomy -
       X-Men Orgns Wlvrn Mv   ABC                23-Apr       6.9
  4.  Walt Disney Hannah     American Idol -
       Montana Mov.           FOX                 7-Apr       6.8
  5.  AT&T Inc CP            Grey's Anatomy -
                              ABC                23-Apr       5.7
  6.  Paramount Star Trek    Lost - ABC
       Movie                                     15-Apr       5.6
  7.  Paramount Soloist      Desperate
       Movie                  Housewives - ABC   19-Apr       5.5
  8.  Maybelline NY Clsl     Desperate
       Vol Exprs Mscr         Housewives - ABC   26-Apr       5.5
  9.  Paramount Star Trek    House - FOX
       Movie                                     13-Apr       5.4
  10. Visa Debit Card        Grey's Anatomy -
                              ABC                23-Apr       5.4

  Top Programs - Timeshifted Viewing

        Program                    Date               Rating

  1.  Grey's Anatomy - ABC        23-Apr               12.9
  2.  Desperate Housewives - ABC  26-Apr               11.4
  3.  American Idol - FOX          7-Apr               11.1
  4.  Desperate Housewives - ABC  19-Apr               11.1
  5.  American Idol - FOX         21-Apr               10.8
  6.  American Idol - FOX         14-Apr               10.6
  7.  House - FOX                  6-Apr               10.3
  8.  American Idol - FOX         31-Mar               10.3
  9.  Lost - ABC                   8-Apr                9.5
  10. Lost - ABC                   1-Apr                9.3

  --  Six of the Top 10 Timeshifted commercials are for summer movies, two
      of them for Paramount's Star Trek movie.

  --  CSI's Nissan spot was number one for Total and Timeshifted ratings
      this month.

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 112 networks 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, visithttps://stopwatch.tivo.com/.

 
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