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Holy Campaign Batman, Gotham Scored the Top Promo Conversion Score

TiVo Research's Fifth Annual Fall Promo Conversion Report Looks Back at the Top Promotional Campaigns Over the Past Five Years

Company Release - 12/10/2014 9:00 AM ET

SAN JOSE, CA -- (Marketwired) -- 12/10/14 -- TiVo Inc. (NASDAQ: TIVO), a global leader in the advanced television entertainment market, today announced audience measurement results from a study on promotion effectiveness of 2014 fall season series premieres. The study identified how effectively on-air broadcast television promos that aired during the six weeks prior to the series premieres drove viewers to watch those premieres. Promotional effectiveness in driving viewership to series premieres is an excellent predictor of program success: Nine of the top ten new series based on Promo Conversion have been given full-season orders.

TiVo Research evaluated 23 new fall broadcast series that premiered from September 7 - October 30 and utilized viewership data from the TiVo Advisors Panel, an opt-in panel of over 30,000 TiVo subscribers, to measure the results. As in years past, results indicate that a promotional campaign with broad reach does not guarantee a program's success with viewers. Promo Conversion -- defined by TiVo Research as a viewer who was exposed to at least three on-air promo spots for a given program then tuning in for the series premiere -- is an accurate and early predictor of which new programs will continue to attract viewers.

For example, the promotional campaign for CW's The Flash ranked second-to-last in reach at 42 percent, but its Promo Conversion score of 16.5 percent foreshadowed the show's fifth-place performance in the overall rankings. NCIS: New Orleans, CBS's third entry in this popular franchise, ranked 17th in campaign reach but fourth in Promo Conversion. Scorpion, also from CBS, enjoyed the best of both worlds, ranking third in Promo Conversion with an 18.6 percent score and first in reach at 80.6 percent.

The widely held belief that that promotional campaign reach alone determines success is called into question by results for the now-cancelled ABC sitcom Selfie. Though tied for second with a promotional campaign reach of 79.7%, Selfie's 8.5 percent Promo Conversion score ranked it 18th overall, again foreshadowing its cancellation. NBC's cancelled Bad Judge suffered a similar fate with a 72.7% promotional campaign reach, ranking it ninth, and an 8.6% Promo Conversion score just slightly ahead of Selfie, taking 17th place.

"The Promo Conversion report from TiVo Research offers predictive insight into the value of an effective promotional campaign," said TiVo Chief Research Officer Jonathan Steuer. "Pushing a new show hard through a high promo count does not guarantee success. Viewers respond to the quality of programming and promotion, not just quantity. TiVo Research's Promo Conversion data provides a valuable tool for networks to get an early read on not just the effectiveness of their promotional campaigns but also on the likely success or failure of their new series."

A review of the top reach and Promo Conversion campaigns for the previous four fall TV seasons reveals similar and interesting results:


Reach Campaigns
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#1 Show from
 the Fall of Network Program          Reach      Current Status
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        2010 NBC     The Event               86% Cancelled after one season
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        2011 NBC     Whitney                 85% Cancelled after two seasons
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        2012 NBC     Revolution              86% Cancelled after two seasons
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                     Once Upon A Time
        2013 ABC     in Wonderland           76% Cancelled after one season
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Promo Conversion Campaigns
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#1 Show from                          Promo
the Fall of  Network Program          Conversion Current Status
----------------------------------------------------------------------------
        2010 CBS     $#*! My Dad Says        26% Cancelled after one season
----------------------------------------------------------------------------
        2011 CBS     2 Broke Girls           28% Currently on the air
----------------------------------------------------------------------------
        2012 CBS     Elementary              26% Currently on the air
----------------------------------------------------------------------------
                     Marvel Agents of
        2013 ABC     Shield                  27% Currently on the air
----------------------------------------------------------------------------

Promo Reach Rankings
----------------------------------------------------------------------------
                                Reach: Live +  Frequency:     GRP: Live + 7
Rank Network Program            7 Days         Live + 7 Days  Days
----------------------------------------------------------------------------
  1  CBS     Scorpion                    80.6%           12.0          970.3
----------------------------------------------------------------------------
  2  ABC     Cristela                    79.7%           12.9        1,028.3
----------------------------------------------------------------------------
  3  ABC     Selfie                      79.7%           11.9          949.6
----------------------------------------------------------------------------
  4  ABC     Black-ish                   78.4%            9.3          727.7
----------------------------------------------------------------------------
             How to Get Away
  5  ABC     with Murder                 75.7%           10.1          764.7
----------------------------------------------------------------------------
  6  CBS     Madam Secretary             73.5%            9.1          665.5
----------------------------------------------------------------------------
  7  Fox     Gotham                      73.0%            5.9          434.1
----------------------------------------------------------------------------
             The Mysteries of
  8  NBC     Laura                       73.0%            7.9          577.0
----------------------------------------------------------------------------
  9  NBC     Bad Judge                   72.7%            6.5          475.4
----------------------------------------------------------------------------
 10  CBS     Stalker                     71.8%            6.1          437.0
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 11  Fox     Red Band Society            71.2%            6.4          455.3
----------------------------------------------------------------------------
 12  NBC     Marry Me                    70.7%            6.0          421.1
----------------------------------------------------------------------------
 13  Fox     Gracepoint                  69.9%            5.3          371.8
----------------------------------------------------------------------------
 14  ABC     Forever                     68.7%           10.9          749.1
----------------------------------------------------------------------------
 15  NBC     A to Z                      67.8%            5.4          365.4
----------------------------------------------------------------------------
 16  NBC     Constantine                 66.8%            4.2          282.3
----------------------------------------------------------------------------
 17  CBS     NCIS: New Orleans           66.2%            5.2          347.4
----------------------------------------------------------------------------
 18  Fox     Utopia                      64.6%            4.6          294.3
----------------------------------------------------------------------------
             Manhattan Love
 19  ABC     Story                       64.4%            5.1          330.2
----------------------------------------------------------------------------
 20  CBS     The McCarthys               63.6%            3.8          242.6
----------------------------------------------------------------------------
 21  Fox     Mulaney                     63.5%            4.1          259.2
----------------------------------------------------------------------------
 22  CW      The Flash                   42.1%            3.0          126.2
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 23  CW      Jane the Virgin             41.7%            3.1          129.4
----------------------------------------------------------------------------

Promo Conversion Score Rankings
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Rank Network Program                     Promo Conversion
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  1  Fox     Gotham                                     21.5%
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  2  ABC     How to Get Away with Murder                18.8%
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  3  CBS     Scorpion                                   18.6%
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  4  CBS     NCIS: New Orleans                          17.0%
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  5  CW      The Flash                                  16.5%
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  6  CBS     Madam Secretary                            16.2%
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  7  ABC     Forever                                    13.6%
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  8  ABC     Black-ish                                  13.4%
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  9  NBC     Constantine                                12.9%
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 10  CBS     Stalker                                    12.2%
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 11  CBS     The McCarthys                              12.2%
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 12  ABC     Manhattan Love Story                       10.6%
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 13  NBC     A to Z                                     10.5%
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 14  Fox     Gracepoint                                 10.2%
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 15  NBC     Marry Me                                    9.7%
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 16  NBC     The Mysteries of Laura                      9.3%
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 17  NBC     Bad Judge                                   8.6%
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 18  ABC     Selfie                                      8.5%
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 19  Fox     Red Band Society                            8.3%
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 20  Fox     Mulaney                                     8.0%
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 21  Fox     Utopia                                      6.4%
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 22  CW      Jane the Virgin                             5.2%
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 23  ABC     Cristela                                    2.3%
-------------------------------------------------------------

*Promo Conversation is the percentage of households who were exposed to three on-air promo spots who tuned into the series premiere of the program, includes Live + 7 days of viewing.

Methodology
TiVo's viewing analysis is based on viewing data from the TiVo Advisors Panel, an opt-in panel of approximately 30,000 TiVo subscribers whose second-by-second viewing behavior is anonymously tracked on an ongoing basis. This viewing data is merged with our monthly attitudinal surveys, allowing us unprecedented insight into behavioral habits and television viewing.

About TiVo Research and Analytics, Inc.
TiVo Research and Analytics, Inc., a wholly-owned subsidiary of TiVo Inc. (NASDAQ: TIVO), is a leading media marketing and analytics software company whose products help advertisers, agencies and television networks improve advertising targeting, accountability and return on media investment within the Automotive, Consumer Packaged Goods, and Pharmaceutical industries, as well as a growing number of client CRM engagements. TiVo Research's web-based Media TRAnalytics® and TV Health Ratings platforms matched the TV advertising households actually receive with the products the same households actually buy, enabling clients to find "The Right Audience®" while providing an unmatched level of transparency, measurement, media planning/selling and improved ROI. TiVo Research clients include Procter and Gamble, CBS, A&E Television Networks, ION Media, Oscar Mayer, Sunovian and Starcom MediaVest Group. More information at: www.tivoresearch.com.

About TiVo
TiVo Inc. (NASDAQ: TIVO) is a global leader in next-generation television services. TiVo's innovative cloud-based Software-as-a-Service solutions enable viewers to consume content across all screens in and out-of-the home, providing an all-in-one approach for navigating the 'content chaos' by seamlessly combining live, recorded, on-demand and over-the-top television into one intuitive user interface. The TiVo experience provides TV viewers with simple universal search, discovery, viewing and recording from any device, creating the ultimate viewing experience. TiVo products and services are available at retail or through a growing number of pay-TV operators world-wide. TiVo's multiple subsidiary companies provide the broader television industry and consumer electronics manufacturers, cloud-based video discovery and recommendation options, interactive advertising solutions and audience research and measurement services. More information at: www.TiVo.com.

TiVo, the TiVo logo, WishList, Season Pass, Roamio, Media TRAnalytics and The Right Audience are trademarks or registered trademarks of TiVo Inc. or its subsidiaries. All other trademarks are the property of their respective owners.

Contact:
Seana Norvell
TiVo Inc.
snorvell@tivo.com
(408) 914-3203

Source: TiVo Inc.