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TiVo Measures Effectivness of Fall Season TV Promos

Company Release - 11/3/2010 8:30 AM ET

Second-by-Second Audience Measurement Shows That CBS Promos Were Most Effective Among Broadcast Networks in Driving Viewers to Shows During the Last Three Months; NBC Promoted More, but Converted Lower Percentage of Viewers

ALVISO, CA -- (MARKET WIRE) -- 11/03/10 -- TiVo Inc., a leader in advanced television services and advertising solutions for digital video recorders (DVRs), today announced audience measurement results that identify how effective this fall season's on-air broadcast television promos were in driving viewers to tune-in over the course of the last three months. Using 'Promo Effectiveness' viewing data from TiVo's Power||Watch™ ratings service, which consists of an opt-in panel of 35,000 TiVo subscribers, TiVo was able to analyze the efficacy of each network's promo spots -- an invaluable tool for networks to have for understanding how to improve the use of their on-air inventory to drive larger audiences to their programs.

Todd Juenger, Vice President & General Manager, TiVo Audience Research & Measurement, said, "One of the most talked about topics in product marketing today is ROI, specifically, if one spends X dollars advertising a particular product, how many consumers ultimately purchased and how can one increase that number. Unfortunately, the TV industry has not had a tool to measure the ROI of their tune-in marketing investments. TiVo's Promo Effectiveness data provides a direct link to this question. TV marketing departments who work with us are now able to remove the guessing game when it comes to promos, and will be able to adjust their on-air promo strategies (e.g. weight, creative, dayparts) to bring more viewership at lower cost."

The data in the charts below shows that over the last three months NBCU, in general, devoted the most media weight to promotion efforts, with the top three campaigns in terms of Reach and GRP. However, those campaigns were not very effective at converting viewers -- especially Chase, which was the second heaviest campaign, but in the bottom five in terms of effectiveness. CBS, on the other hand, had three of the top five most effective promo campaigns, while none of their campaigns were in the bottom five.

Promo Reach Rankings

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                           Reach: Live + 7  Frequency: Live   GRP: Live + 7
 Rank         Brand              Days           + 7 Days           Days
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1       NBC-Event               86.33%           12.494          1078.241
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2       NBC-Chase               82.60%           9.359           773.012
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3       NBC-Undercovers         80.92%           8.406           680.029
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4       ABC-Detroit 187         73.28%           7.677           562.753
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5       CBS-Hawaii Five-O       71.54%           7.195           514.414
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6       CBS-Defenders           69.19%           5.789           400.571
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7       ABC-Whole Truth         69.15%           6.881           475.498
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8       FOX-Lone Star           69.12%           5.866           405.334
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        ABC-No Ordinary
9       Family                  65.48%           5.084           333.028
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10      FOX-Raising Hope        62.54%           3.762           235.113
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Top 5 -- Promo Conversion Rate

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         Network                   Program           Promo Conversion Rate*
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CBS                       $#*! My Dad Says                   25.76%
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CBS                       Hawaii Five-O                      23.70%
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NBC                       Outsourced                         22.69%
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Fox                       Running Wilde                      18.54%
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CBS                       Mike & Molly                        18.4%
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Bottom 5 -- Promo Conversion Rate

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         Network                   Program           Promo Conversion Rate*
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ABC                       Detroit 1-8-7                       8.94%
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CW                        Hellcats                            8.52%
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Fox                       Lone Star                           7.95%
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NBC                       Chase                               7.17%
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ABC                       My Generation                       6.17%
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*Promo Conversation Rate is the percent of households who were exposed at 3+ frequency to on-air promo spots who tuned into the program, Live + 7 days.

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

TiVo, 'TiVo, TV your way.', Season Pass, WishList, TiVoToGo, Stop||Watch, Power||Watch, True Targets, and the TiVo Logo are trademarks or registered trademarks of TiVo Inc. or its subsidiaries worldwide. © 2010 TiVo Inc. All rights reserved. All other trademarks are the property of their respective owners.