TiVo Announces Latest Results of Its Stop Watch Commercial
By: Daniel Chubb | September 17, 2008
LVISO, Calif., Sept. 17 /PRNewswire-FirstCall/ — TiVo Inc., the creator of and a leader in advertising solutions and television services for digital video recorders (DVRs), today unveiled the Top Commercial and Program Rankings for July 2008, as viewed by TiVo(R) service subscribers.
In what has become a recurring summer trend, a number of cable networks including TNT, USA and Lifetime were able to crack the Top 10 Commercial and Program lists for both Total and Timeshifted viewing due, in large part, to airing new episodes when the major broadcast networks were on hiatus. The broadcast networks were, however, able to hang on to the top spots thanks to FOX’s So You Think You Can Dance — the July 16 episode was the most watched program among both Total and Timeshifted viewers.
“The cable networks have found and continue to exploit a chink in the broadcast networks’ armor — a summer hiatus which results in repeats,” said Todd Juenger, Vice President & General Manager, TiVo Audience Research & Measurement. “Not only does viewership rise for Top cable programs, but the viewing behavior also changes, with many more people choosing to watch on a Timeshifted basis — just like Top broadcast programs during the September through May season. Among the Top cable programs in July, more than 50% of viewership was Timeshifted.”
Juenger continued, “What is perhaps more interesting is that once again we see a single program’s ads dominating the Top Commercial spots but the program itself failing to make the Top 10. For example, a total of six of the Top 10 Commercials ran during The Major League Baseball All Star Game, yet the game itself did not even place among the Top 10 Programs. The reason is because most viewers chose to watch the All Star Game live, as with many sporting events, so fast-forwarding is not an option.”
Read press release for more information and results.
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