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TiVo to Release Unique Super Bowl Viewer Data Monday Morning

Only Next-Day Audience Research That Quantitatively Shows Which Commercials and Game Moments Were the Winners and Losers From Actual Viewership

After a Decade of Cutting Edge Research, Real Audience Viewership Data Shows Comedy Is Key to Engaging Super Bowl Viewers

Company Release - 2/1/2012 8:30 AM ET

ALVISO, CA -- (MARKET WIRE) -- 02/01/12 -- TiVo Inc. (NASDAQ: TIVO)

What: As the only source of immediate and real insight into Super Bowl viewers' most watched commercials and moments*, TiVo Inc. (NASDAQ: TIVO) will unveil unique Super Bowl audience measurements for the 10th year in a row the morning after football's biggest game at 7 a.m. EST on Monday, February 6.

Comedy has been the successful foundation for brands seeking to earn top commercial honors over the past decade. Eight of the nine top commercials since 2003 utilized laughter to get TiVo subscribers rewinding and re-watching. The top commercials from the past nine Super Bowls include:

2012 data will round out a decade of research and compare "classic" favorites like E*Trade and Bud Light against this year's best ads. TiVo's Super Bowl audience measurement report will also:

  • Rank the top 10 most engaging commercials of Super Bowl XLVI, see how first-time advertisers such as Dannon compare against Super Bowl ad favorites like Volkswagen and Doritos
  • Recap the most watched and rewound moments of the game
  • Analyze viewership of Madonna's highly anticipated halftime performance, rumored to have multiple popular guest stars such as LMFAO, compared to past performances by The Black Eyed Peas, The Who, and Bruce Springsteen

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

When: Maitra is available for comment and further insight Monday, February 6, beginning at 7:30 a.m. EST. To set up an interview or receive the TiVo Super Bowl report, please email

*TiVo's audience measurement analysis is based on 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.

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

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Source: TiVo