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TiVo Reports: Workforce Inequalities for Women Question Most-Watched Moment of Second Presidential Debate

Data Also Shows Noteworthy Variety Among Top Moments Across Each Network That Aired the Debate; Demonstrates How Political Affiliation of Viewers Influenced Most-Watched Moments

Company Release - 10/17/2012 2:48 PM ET

ALVISO, CA -- (Marketwire) -- 10/17/12 -- TiVo Research and Analytics, Inc. (TRA), a wholly-owned subsidiary of TiVo Inc. (NASDAQ: TIVO), today announced the most-watched moment during last night's presidential debate between President Barack Obama and Republican presidential nominee Mitt Romney. When measuring the viewership data across all broadcast and cable networks that aired the event, the most-viewed moment was when moderator Candy Crowley gave the floor to an undecided voter, who asked, "In what new ways do you intend to rectify the inequalities in the workplace, specifically regarding females making only 72% of what their male counterparts earn?"

Utilizing anonymous viewing data, TRA was able to provide audience behavioral analysis of the debate on a second-by-second basis. TRA viewership information gauges the interest in programming content by measuring the most rewound and re-watched moments in the debate. Additionally, by anonymously matching voter registration data to viewing households, TRA's Media TRAnalytics® software system has described the typical audience composition based on each of the networks news programming to further diagnose the impact of the debates among registered Republicans, Democrats and Independents within age and gender groups.

Tara Maitra, Senior Vice President and GM of Content and Media Sales, TiVo, said, "Just as presidential candidates adjust their campaign tactics from one debate to the next so too can advertisers, utilizing granular viewing data to grab their target demographic. Knowing what issue or candidate viewers are tuning in to most, or even a more granular insight such as the relationship between what Republican skewing news audiences watched most during the first debate and second debate can help the campaigns tweak their respective media plans to more effectively reach a target audience in the days and weeks ahead."

TRA's systems were also able to capture key analysis insights such as the variation in the top moments across each network that aired the debate:

  • The top moment for the Fox News broadcast -- for which the typical news audience skews Registered Republican, but which also skews higher than average for Registered Independent Women Age 35 + (index of 126 or 26% over the average) -- was also when the female undecided voter framed the question for the candidates about the inequality women face in the workforce, earning 72% of what their male counterparts earn.

  • However, the top moment for the ABC broadcast, which tends to have a news audience with a high concentration of Registered Democratic Women age 35+ (index of 119), was Romney's statement that middle income tax payers will not pay taxes on dividends, interest, or capital gains.

  • Among the Independent Adult 35+ skewing news audience on CNN (index of 117), the top moment was when Candy Crowley remarked "he did call it an act of terror," in reference to Romney disputing President Obama's remarks following the attack on the U.S. embassy in Libya.

TRA's system provides similar insights for all programs, dayparts and networks. TRA will be sharing additional insights throughout the upcoming month and after the next and final Presidential debate.

TRA also helps 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 advertisers with their own proprietary databases. To learn more about TRA's capabilities and services please visit

About TiVo Research and Analytics, Inc. (TRA)
TiVo Research and Analytics, Inc. (TRA), a subsidiary of TiVo Inc., 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. TRA's web-based Media TRAnalytics® platform matches the TV advertising households actually receive with the products the same households actually buy, enabling TRA clients to find "The Right Audience®" while providing an unmatched level of transparency, measurement, media planning/selling and improved ROI. TRA clients include Procter and Gamble, CBS, A&E Television Networks, ION Media, Oscar Mayer and Starcom MediaVest Group. More information at:

Source: TiVo