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Media Advisory: TiVo to Announce Monday Morning Only Real Audience Data on What Viewers Thought the Winning and Losing Ads Were in Sunday's Big Game

Company Release - 2/4/2011 9:00 AM ET

TiVo Tracks Most Engaging Commercials, Big Plays and Half-Time Entertainment Exclusively Through Live, Television-Set Data Rather Than Post-Game Consumer Polling, Providing the Earliest Look at Precise Metrics

ALVISO, CA -- (MARKET WIRE) -- 02/04/11 -- TiVo Inc. (NASDAQ: TIVO), serving as the only source of overnight insight into which new commercials, big plays and entertaining moments resonated most with television-set viewers exclusively, will unveil its annual audience measurement report the morning after football's biggest game at 7 a.m. EST on Monday, February 7.

TiVo's second-by-second, audience measurement annual reports provide unique insight into the reaction or lack of interest the audience demonstrates throughout the game and during commercial breaks.

TiVo's audience measurement report will:

  • Rank the top 10 most engaging commercials
  • Recap the most watched big plays from the sport's biggest game of the year
  • Analyze how first-time advertisers such as Groupon compare to the big game advertising veterans
  • Detail how the Black Eyed Peas' halftime performance, rumored to include several high-profile musical guest stars, compared to other recent halftime shows, including The Who and Bruce Springsteen

TiVo's audience measurement analysis is based on anonymous, aggregated data from a sample of approximately 30,000 anonymous households with the Emmy-award winning TiVo service. TiVo viewership information gauges the interest in programming content by measuring the percentage of the TiVo audience watching in "play" speed. The most engaging ads are determined by looking for spots with the biggest bump in viewership relative to the surrounding 15 minutes of programming, offering a true reflection of change in viewership.

Discuss with TiVo Executive Tara Maitra the most watched big football game moments and most engaging commercials based on TiVo's audience measurement data. Tara will provide a recap of which of this year's new commercials connected with viewers and which moments on the field were the most watched.

Tara Maitra, Vice President & General Manager, Audience Research and Advertising Sales, TiVo Inc.

Tara Maitra is available for comment Monday, February 7, beginning at 7:30 a.m. EST. To set up a meeting please email

Source: TiVo