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/.