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TiVo's Third Annual "Battle of the Consumer Electronics Brands at CES" Scorecard

Results Underscore Need for Brands to Utilize Data Beyond Industry Currency to Improve Ad Effectiveness, Reduce Wasteful Spending; Wal-Mart Overall Ad Performance Tops Best Buy for First Time in Competition's History; Microsoft Kinect King of the Gaming Systems

Company Release - 1/11/2012 8:35 AM ET

LAS VEGAS, NV -- (MARKET WIRE) -- 01/11/12 -- TiVo Inc. (NASDAQ: TIVO), the creator of and a leader in television services and advertising solutions for digital video recorders (DVRs), today reported the winners and losers of its third annual Battle of the Consumer Electronics Brands at CES TV advertising competition.

Using its Stop||Watch™ ratings service, TiVo evaluated competing consumer electronics companies that ran national TV ads to identify which brands' commercials were being watched versus which ones were being fast-forwarded among TiVo® service subscribers.

TiVo's second-by-second, anonymous audience measurement tools enable brand managers, advertisers and broadcasters to measure DVR viewing behavior for specific commercials and programs with an unmatched level of granularity and accuracy and to provide increased accountability for advertising creative and media buying strategies.

Tara Maitra, Senior Vice President & General Manager, Content and Media Sales, said, "The results from this year's report again showcase how in the age of on-demand television viewing it's not necessarily the consumer technology brand who runs the most ads that's the winner in terms of capturing eyeballs -- it's the one who finds a better way to keep consumers from picking up the remote and moving on to other content. As we saw in the case of Nikon dethroning Canon for the first time in three years: strategies that kept viewers more engaged in one's ads vs. the competition's that worked in the past didn't, for whatever reason, prove the key to success this year."

Maitra continued, "The goal of this annual snapshot is not to just crown winners and losers but to highlight that brands, including prominent consumer tech giants, continue to rely on less effective measurement tools that in the end lead to wasteful ad spending. At the end of the day, brands across the board need to embrace improved methodologies like second-by-second measurement in order to help them target better and in the end see a better ROI."

TiVo announced the winning and losing brands, based on national TV ads that ran between January and November 2011, during the 2012 International Consumer Electronics Show (CES) in Las Vegas.

Gaming Systems
Nintendo Wii vs. Microsoft Kinect
[The winner in this new category is...Microsoft Kinect]

  • With over 95% of their spot load airing on cable television, Microsoft Kinect delivered a lower fast-forward rate than Nintendo Wii.
  • In the critical primetime daypart, Microsoft Kinect scored a lower fast-forward rate than Nintendo Wii.
  • With both gaming systems airing significant schedules on E! and Bravo networks, Microsoft Kinect experienced less fast-forwarding when compared to Nintendo Wii.

Retail Outlets
Best Buy vs. Mass Merchants: Wal-Mart, Target, Kmart
[For the first time in three years Best Buy unseated by Wal-Mart]

  • Wal-Mart had the lowest overall fast-forward rate compared to all the other retailers with ads running on broadcast and cable.
  • Wal-Mart scored the lowest fast-forward rate on ABC where it allocated 20% of its broadcast schedule.
  • Wal-Mart's "Man carries big check" spot scored a significantly lower fast-forward rate than the top spots aired by Target, Kmart and Best Buy.

HD Televisions
LG vs. Panasonic vs. Samsung vs. Toshiba
[For the third year running the winner is...LG]

  • LG delivered the lowest fast-forward rate overall and on cable when compared to Panasonic, Samsung and Toshiba.
  • LG's primetime fast-forward rate was 16% less than Samsung's, 21% less than Toshiba's and 31% less than Panasonic's.
  • While Panasonic aired a greater percent of its spots in the first pod position, it was LG that delivered the lowest fast-forward rate.
  • LG's fast-forward rate was also significantly lower than Panasonic, Samsung and Toshiba in the toughest pod position, the middle slot.

Digital Cameras
Canon vs. Nikon COOLPIX vs. GoPro Hero
[The winner for the first time in three years is...Nikon COOLPIX]

  • Nikon COOLPIX had significantly less fast-forwarding on cable television than Canon or GoPro Hero.
  • Primetime's fast-forward rate for Canon and GoPro Hero delivered a much higher rate than Nikon COOLPIX experienced.
  • With over ten percent of the spots airing on weekday afternoons, Nikon COOLPIX scored only half the fast-forward rate compared to Canon and GoPro Hero.

Handheld Video Game Consoles
Nintendo DS vs. Sony PlayStation PSP
[The winner is for the second year in a row...Nintendo DS]

  • Nintendo DS experienced only half the fast-forward rate that Sony PlayStation PSP had on cable television.
  • Likewise in primetime, the DS fast-forward rate was 27% less than the PSP.
  • With over ten percent of the spots airing on weekday afternoons, the DS delivered a 23% advantage over the PSP when it comes to fast-forwarding.

Wireless Telecom
AT&T Wireless vs. Sprint vs. T-Mobile vs. Verizon Wireless
[For the third year running the winner is...Verizon Wireless]

  • Whether it was broadcast or cable, Verizon Wireless delivered the lowest fast-forward rate in comparison to AT&T, Sprint and T-Mobile.
  • With almost one third of its spots airing in primetime, Verizon wireless had the lowest fast-forward rate when compared to the other wireless carriers.
  • Verizon Wireless scored at least a 16% advantage over AT&T, Sprint and T-Mobile with its fast-forward rate in the coveted first pod position.

The evaluation criteria used to determine the winner in each category was based on which brands' advertising was most likely to be viewed with target consumers, as evidenced by their propensity to watch, or fast-forward, through the spots during timeshifted viewing. While overall fast-forwarding rates were key criteria, many other factors were also considered in assigning winning and losing brands including:

  • Fast-forwarding rates in similar, or different, media environments (i.e. networks, dayparts, etc.)
  • Fast-forwarding rates for spots that ran in the first and middle pod positions.
  • Fast-forwarding rates for different creative executions

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 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

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. © 2012 TiVo Inc. All rights reserved. All other trademarks are the property of their respective owners.

Source: TiVo