Investor Relations
Press Release
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
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
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2010 CBS $#*! My Dad Says 26% Cancelled after one season
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2011 CBS 2 Broke Girls 28% Currently on the air
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2012 CBS Elementary 26% Currently on the air
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Marvel Agents of
2013 ABC Shield 27% Currently on the air
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Promo Reach Rankings
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Reach: Live + Frequency: GRP: Live + 7
Rank Network Program 7 Days Live + 7 Days Days
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1 CBS Scorpion 80.6% 12.0 970.3
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2 ABC Cristela 79.7% 12.9 1,028.3
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3 ABC Selfie 79.7% 11.9 949.6
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4 ABC Black-ish 78.4% 9.3 727.7
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How to Get Away
5 ABC with Murder 75.7% 10.1 764.7
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6 CBS Madam Secretary 73.5% 9.1 665.5
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7 Fox Gotham 73.0% 5.9 434.1
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The Mysteries of
8 NBC Laura 73.0% 7.9 577.0
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9 NBC Bad Judge 72.7% 6.5 475.4
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10 CBS Stalker 71.8% 6.1 437.0
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11 Fox Red Band Society 71.2% 6.4 455.3
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12 NBC Marry Me 70.7% 6.0 421.1
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13 Fox Gracepoint 69.9% 5.3 371.8
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14 ABC Forever 68.7% 10.9 749.1
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15 NBC A to Z 67.8% 5.4 365.4
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16 NBC Constantine 66.8% 4.2 282.3
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17 CBS NCIS: New Orleans 66.2% 5.2 347.4
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18 Fox Utopia 64.6% 4.6 294.3
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Manhattan Love
19 ABC Story 64.4% 5.1 330.2
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20 CBS The McCarthys 63.6% 3.8 242.6
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21 Fox Mulaney 63.5% 4.1 259.2
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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
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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%
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*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 NorvellTiVo Inc.snorvell@tivo.com (408) 914-3203
Source: TiVo Inc.