TiVo Examines 'Pure Program' Ratings Using Its Stop||Watch(TM) Ratings Service in...

TiVo Examines 'Pure Program' Ratings Using Its Stop||Watch(TM) Ratings Service
in May
New Ratings Data Reveals Commercials Airing During Popular Programs Lost Up to
84% of Potential Audiences in May

ALVISO, Calif., July 30 /PRNewswire-FirstCall/ -- TiVo Inc. (Nasdaq: TIVO),
the creator of and a leader in television services and advertising solutions
for digital video recorders (DVRs), today announced a first look at its Pure
Program Ratings, which were derived using the number of TiVo(R) subscribers
viewing a program, live or Timeshifted, excluding the commercials, to arrive
at the total potential audience for the commercials during a given program.
This new metric, one of many on-going regular enhancements to TiVo's
Stop||Watch(TM) ratings service, was compiled for the month of May.

Current industry services measure a program's viewership rating without
separating the program content from the commercials that air during it.
TiVo's Pure Program Ratings separates the ratings and makes it possible to
determine the percentage of potential viewers lost during a program's
commercial breaks.

"For example, in the table below, the May 7 episode of Grey's Anatomy had a
Pure Program Timeshifted audience of 17.0," said Todd Juenger, Vice President
& General Manager, TiVo Audience Research & Measurement. "That means there was
potential to deliver a commercial audience of 17.0 ratings points, if every
viewer watching stuck around during the commercial breaks. However, looking
at the Commercial Timeshifted Rating, we see most viewers didn't and
commercials running during the program only received a 2.7 rating. Simply
put, 14.3 ratings points worth of audience or 84% of available viewers during
timeshifted viewing were lost to fast-forwarding during commercials."

Juenger continued, "Among the most fundamental insights our clients look for
from the Stop||Watch ratings service is the relationship between program
audiences and commercial audiences. Audiences for television programs have
always been defined by the entire program block, including all the content,
commercials and promotion elements. While we continue to offer that, in the
world of DVR viewing, it's no longer sufficient. We have always offered our
clients audience ratings for specific commercials, one by one or aggregated.
Now we are also providing the converse, audience ratings for purely program
content. Doing so puts in even starker terms the challenge of delivering
traditional commercial messages to a Timeshifted viewing audience."

May - Top Pure Program Ratings (Timeshifted and Live Viewing)
-------------------------------------------------------------
* Analysis of ABC, CBS, NBC, FOX

Top Pure Program Ratings* - Timeshifted Viewing

Pure
Program Program Commercial
Program Date Rating Rating Rating

1. Grey's Anatomy - ABC 7 - May 17.0 12.5 2.7
2. Grey's Anatomy - ABC 14 - May 16.8 13.1 3.3
3. Grey's Anatomy - ABC 30 - Apr 16.7 12.4 2.9
4. American Idol - FOX 5 - May 13.4 10.8 2.5
5. Desperate Housewives
- ABC 10 - May 13.3 10.2 2.7
6. Desperate Housewives
- ABC 3 - May 13.2 10.1 2.7
7. American Idol - FOX 28 - Apr 13.1 10.5 2.4
8. American Idol - FOX 12 - May 13.1 10.7 2.6
9. American Idol - FOX 20 - May 13.1 10.8 2.7
10. American Idol - FOX 19 - May 12.7 10.2 2.5

Top Pure Program Ratings* - Live Viewing
Pure
Program Program Commercial
Program Date Rating Rating Rating

1. American Idol - FOX 20 - May 5.0 5.0 5.0
2. American Idol - FOX 13 - May 4.6 4.6 4.6
3. American Idol - FOX 6 - May 4.6 4.5 4.4
4. American Idol - FOX 29 - Apr 4.6 4.5 4.5
5. American Idol - FOX 19 - May 4.5 4.4 4.3
6. American Idol - FOX 28 - Apr 4.2 4.2 4.0
7. American Idol - FOX 12 - May 4.1 4.0 3.9
8. American Idol - FOX 5 - May 4.1 4.0 3.9
9. Dancing with the Stars
- ABC 19 - May 3.7 3.6 3.5
10. Dancing with the Stars
- ABC 18 - May 3.6 3.6 3.5

TiVo also highlighted the Top Commercial and Program Rankings for May among
both Total and Timeshifted viewers, using the Stop||Watch ratings service.
Not surprisingly, the season finales of ABC's Grey's Anatomy and FOX's
American Idol dominated the Top 10 program rankings and the Top 10
commercials. "As we see every month, there is little correlation between the
top rated programs and top viewed commercials," said Juenger. "This month's
highest rated program for total viewing, the episode of Grey's Anatomy which
aired on May 14, only placed one commercial in the Top 10 Viewed Commercials
(Total Viewing) and three in the Top 10 Viewed Commercials (Timeshifted)."

May -- Top Commercials v. Top Programs (Total Viewing)
------------------------------------------------------

Top Commercials - Total Viewing

Brand Program Date Rating
1. Diet Coke American Idol - FOX 20 - May 11.1
2. Funny People - Movie American Idol - FOX 20 - May 9.5
3. Nikon D American Idol - FOX 20 - May 9.4
4. Ford Fusion Hybrid American Idol - FOX 20 - May 9.4
5. Subway Desperate Housewives - ABC 3 - May 9.2
6. Taking of Pelham 123
- Movie Grey's Anatomy - ABC 14 - May 9.1
7. AT & T American Idol - FOX 20 - May 9.0
8. Kohl's Grey's Anatomy - ABC 14 - May 8.9
9. G-Force - Movie American Idol - FOX 20 - May 8.9
10. Coca-Cola Classic American Idol - FOX 20 - May 8.8

Top Programs - Total Viewing

Program Date Rating
1. Grey's Anatomy - ABC 14 - May 16.1
2. American Idol - FOX 20 - May 15.8
3. Grey's Anatomy - ABC 7 - May 15.5
4. Grey's Anatomy - ABC 30 - Apr 15.3
5. American Idol - FOX 5 - May 14.8
6. American Idol - FOX 12 - May 14.7
7. American Idol - FOX 19 - May 14.7
8. American Idol - FOX 28 - Apr 14.6
9. Desperate Housewives - ABC 3 - May 13.1
10. Desperate Housewives - ABC 10 - May 12.9

-- Five of the top ten commercials ran during the break preceding the
American Idol finale winner's selection on May 20.
-- Three movies made it onto the list and two Coke ads bookend it.

-- Grey's Anatomy finale edges out the American Idol finale as the
number one program of the month.

May -- Top Commercials v. Top Programs (Timeshifted Viewing)
------------------------------------------------------------

Top Commercials - Timeshifted Viewing

Brand Program Date Rating
1. Night at Museum:
Smithsonian House - FOX 27 - Apr 6.3
2. Subway Desperate Housewives - ABC 3 - May 6.3
3. Taking of Pelham 123 -
Movie Grey's Anatomy - ABC 14 - May 6.3
4. Kohl's Grey's Anatomy - ABC 14 - May 6.1
5. Schick Quattro House - FOX 27 - Apr 6.0
6. Land of the Lost House - FOX 11 - May 5.8
7. Taken - Series House - FOX 11 - May 5.8
8. The Hangover - Movie House - FOX 11 - May 5.8
9. The Proposal -
Movie Desperate Housewives - ABC 17 - May 5.8
10. Sprint PCS 30 Rock - NBC 14 - May 5.7

Top Programs - Timeshifted Viewing

Program Date Rating
1. Grey's Anatomy - ABC 14 - May 13.2
2. Grey's Anatomy - ABC 7 - May 12.5
3. Grey's Anatomy - ABC 30 - Apr 12.4
4. American Idol - FOX 20 - May 10.8
5. American Idol - FOX 5 - May 10.8
6. American Idol - FOX 12 - May 10.7
7. American Idol - FOX 28 - Apr 10.5
8. American Idol - FOX 19 - May 10.3
9. Desperate Housewives - ABC 10 - May 10.2
10. Desperate Housewives - ABC 3 - May 10.1

-- None of the top ten spots based on total commercial rating ran during
House, but five of the top Time-shifted spots did.

-- The top three Time-shifted episodes for May were the three Grey's
Anatomy episodes that ran during the month.

As of today, the Stop||Watch ratings service sample size consists of 250,000
TiVo subscribers, up from 100,000, and on its way to an expected sample size
of 300,000 TiVo subscribers by September 2009. The increase to 300,000 will
make the Stop||Watch ratings service 75 times larger than the DVR sample of
the existing currency. TiVo calculates the number of subscribers in its sample
size based on five-minute increments. "This is extremely important to the
accuracy of set-top-box ratings, because it's just as important to know the
denominator (how many subscribers are in the active data set for that specific
time slice) as it is to know the numerator (how many subscribers are tuned to
a given program or commercial)," said Juenger.

In addition to Pure Program Ratings and increased sample size, TiVo has
recently added a host of other features to the Stop||Watch ratings service,
including:

-- Commercial Viewership Index (CVI) which measures the size of the
commercial audience relative to the surrounding program based on
15-minute intervals rather than total program block. Traditional
CVI's, which are also available in the Stop||Watch ratings service,
compare the commercial to the entire program.
-- Households Using Television (HUT) charts which show how many
subscribers, in total, are watching television at any given point in
time, in both Live and Timeshifted context.

-- New second-by-second graphing and analysis tools which allow for
graphing multiple programs on same chart and graphing all airings of a
specific commercial into one picture to understand fast-forwarding and
tune-out trends within the commercial itself.

The Stop||Watch(TM) ratings service, introduced in February 2007, is offered
via an easily sortable database of ratings for nationally run programs and
advertisements from cable and broadcast networks, with data going back to
September 2006. The service now tracks ratings for 112 networks from 5:00am
- 11:30pm.

TiVo's Power||Watch(TM) ratings service provides advertisers access to
second-by-second program and commercial ratings data, with demographic
segmentations, for 20,000 households who have volunteered to take part in a
"passive" consumer panel. The Power||Watch(TM) ratings service provides
subscribers the ability to look at TV viewing broken down by standard
household demographics including income, geography, ethnicity, number of
children and tenure of TiVo subscriber, among others. TiVo can associate
household data with the viewership data then produce program and commercial
viewership reports by aggregate demographic and behavioral audience groups.
All reports prepared by TiVo using this data are anonymous.

TiVo Stop||Watch(TM) ratings service data is derived from a daily, aggregate,
anonymous, stratified random sample of 250,000 TiVo subscribers - from which
the second-by-second "clickstream" of behavior and viewership is collected and
assessed. The Stop||Watch(TM) ratings service includes data for: Total
Viewing, Live Viewing, Timeshifted Viewing (less than 1 hour, 1-6 hours, 6-24
hours, 24-48 hours, 48-72 hours, 3-7 day, and 7-14 day delay and C3), Program
Ratings, Commercial Ratings and a Commercial Viewership Index. The
Stop||Watch(TM) service uses ad occurrence data from TNS Media Intelligence to
identify commercial spots. For more information on the TiVo Stop||Watch(TM)
ratings service, visit https://stopwatch.tivo.com.

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 www.tivo.com 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. www.tivo.com

TiVo, 'TiVo, TV your way.', Season Pass, WishList, TiVoToGo, Stop||Watch,
Power||Watch, and the TiVo Logo are trademarks or registered trademarks of
TiVo Inc. or its subsidiaries worldwide. (C) 2009 TiVo Inc. All rights
reserved. All other trademarks are the property of their respective owners.

SOURCE TiVo Inc.

Erik Milster, +1-212-446-1866, emilster@sloanepr.com, For TiVo Inc.