TiVo Examines TV Viewership Behavior Based on Political Party Affiliation Using Its Power||Watch(TM) Ratings Service in July

TiVo Examines TV Viewership Behavior Based on Political Party Affiliation
Using Its Power||Watch(TM) Ratings Service in July
Highlights how True Targets(TM) data affords advertisers a better
understanding of television behavioral segments and can help significantly
improve consumer targeting and ROI

ALVISO, Calif., Oct. 5 /PRNewswire-FirstCall/ -- TiVo Inc. (Nasdaq: TIVO), the
creator of and a leader in television services and advertising solutions for
digital video recorders (DVRs), today highlighted how leveraging the
combination of an opt-in panel with set-top-box viewing data, such as TiVo's
Power||Watch(TM) ratings service, can help provide the media industry with
more precise information for reaching households that best match the target
audience for specific marketing messages.

Using Republican and Democrat viewing behavior in July in one example, TiVo
was able to pinpoint exactly which types of programs households affiliated
with each party preferred to watch. In another example, TiVo examined ratings
data from July episodes of MSNBC's Countdown with Keith Olbermann and FOX
News' The O'Reilly Factor to identify which program appeals to certain
household segments. Referred to by TiVo as True Targets(TM) data this
information based on TiVo's Power||Watch(TM) ratings service sample can help
advertisers, advertising agencies, marketers, and television networks more
effectively target the consumers they want to reach and better understand what
is resonating with consumers.

"Over the last few months media agencies have committed billions of gross
ratings points across broadcast and cable as part of the Upfronts and must now
decide how to allocate these to brands most efficiently," said Todd Juenger,
Vice President & General Manager, TiVo Audience Research & Measurement. "To
achieve this and reach their target consumer more effectively, brand managers
must have insight into households beyond simplistic age / sex demographics.
Imagine you are a media planner charged with building a schedule starting in
September to reach either Democrats or Republicans. Targeting 'A25-54' is
meaningless because it tells nothing about the kind of people you are trying
to reach. True Targets(TM) data however can significantly inform your
planning."

Juenger continued, "For example, in the table below based on original episode
airings during July CBS Morning News was the most-watched news program among
Democratic households, with a total rating of 0.7. This was higher than the
rating for the same program among households with 'A18-49,' which received
0.2. Knowing this difference in ratings enables advertisers to pay for 0.2
ratings points and actually reach 0.7 ratings points among their target
audience."

July - Most Watched News Programs: Republicans vs. Democrats

A18-49 Republican
Program Network Rating Rating Index

Issues with Jane
Velez-Mitchell HLN 0.1 0.2 349.0
---------------- --- ---
Glenn Beck FNC 0.5 1.7 347.5
---------- --- ---
TheFOX Report with
Shepard Smith FNC 0.3 1.0 330.9
------------------ --- ---
The Live Desk FNC 0.3 1.0 329.5
------------- --- ---
FOX News Watch FNC 0.2 0.8 321.4
-------------- --- ---
Special Report
with Bret Baier FNC 0.4 1.3 313.9
---------------- --- ---
Studio B with
Shepard Smith FNC 0.3 0.8 313.3
-------------- --- ---
America's HQ FNC 0.3 0.8 313.2
------------ --- ---
Huckabee FNC 0.2 0.6 305.9
-------- --- ---
ESPN First Take ESPN 0.1 0.3 305.2
--------------- ---- ---

A18-49 Democrat
Program Network Rating Rating Index

CBS Morning News CBS 0.2 0.7 438.3
---------------- --- --- --- -----
State of the Union
with John King:
Reliable Sources CNN 0.1 0.4 323.8
------------------ --- --- --- -----
The Ed Show MSNBC 0.2 0.5 264.3
----------- ----- --- --- -----
The Rachel Maddow
Show MSNBC 0.5 1.2 254.1
----------------- ----- --- --- -----
MSNBC News Live MSNBC 0.1 0.3 251.5
--------------- ----- --- --- -----
The Situation Room
with Wolf Blitzer CNN 0.2 0.5 244.5
------------------ --- --- --- -----
Fareed Zakaria GPS CNN 0.2 0.5 229.2
------------------ --- --- --- -----
Witness to Jonestown MSNBC 0.2 0.4 227.1
-------------------- ----- --- --- -----
Sunday Morning CBS 0.1 0.3 214.5
-------------- --- --- --- -----
When Forensics Fail:
Snaggletooth Killer MSNBC 0.1 0.2 200.0
-------------------- ----- --- --- -----

*Source: Power||Watch Data, July 2009

While other services attempt to provide this information, they are all based
on self-reported viewing and small sample sizes. Never before has there been
this marriage of passively-observed viewing among a large sample size of
opted-in, behaviorally segmented households.

"The efficiencies available from this data are astounding," said Juenger. "By
re-allocating a media plan, an agency can reach far more of their True
Targets(TM) audience for the same amount of media spend - or they can take out
significant waste and reach the same amount of target audience for far fewer
dollars. On the other side, a network can demonstrate delivery of an
attractive audience composition and commercial audience viewership to
advertisers, divorced from age/sex demographics. This targeting applies across
all programming and can uncover crucial variations in television ratings from
primetime shows to comedies."

July - Most Watched Primetime Programs: Republicans vs. Democrats

A18-49 Republican
Program Network Rating Rating Index

Deadliest Catch DSC 3.8 4.9 130.2
--------------- --- --- --- -----
J.K. Rowling: A
Year in the Life ABC 3.1 3.8 125.2
----------------- --- --- --- -----
Wipeout ABC 5.7 6.6 116.2
------- --- --- --- -----
Raising the Bar TNT 3.7 4.2 112.9
--------------- --- --- --- -----
Army Wives LIFE 3.5 3.8 110.8
---------- ---- --- --- -----
The Closer TNT 7.0 7.7 110.3
---------- --- --- --- -----
America's Got
Talent NBC 5.1 5.5 109.6
------------- --- --- --- -----
The Bachelorette ABC 5.6 6.1 109.4
---------------- --- --- --- -----
Eli Stone ABC 5.2 5.7 109.1
--------- --- --- --- -----
Mental FOX 3.8 4.0 105.4
------ --- --- --- -----

A18-49 Democrat
Program Network Rating Rating Index

Saving Grace TNT 3.4 5.3 153.6
------------ --- --- --- -----
Kathy Griffin: My
Life on the D-List BRAVO 4.2 6.4 151.2
------------------- ----- --- --- -----
The Closer TNT 7.0 9.6 138.0
---------- --- --- --- -----
The Philanthropist NBC 4.2 5.8 137.2
------------------- --- --- --- -----
The Listener NBC 4.7 6.0 128.9
------------ --- --- --- -----
Raising the Bar TNT 3.7 4.8 128.8
--------------- --- --- --- -----
Merlin NBC 4.5 5.7 126.2
------ --- --- --- -----
Top Chef Masters BRAVO 5.8 7.2 125.9
---------------- ----- --- --- -----
Dirty Sexy Money ABC 4.8 6.1 125.6
---------------- --- --- --- -----
Leverage TNT 4.7 5.9 125.0
-------- --- --- --- -----

*Source: Power||Watch Data, July 2009

Juenger added, "True Targets(TM) can also be used to dive deeper into the
audience for a particular program. For instance, while it's no surprise that
viewers of Olberman tend to be Democrat and viewers of O'Reilly tend to be
Republican, the extent of that skew is remarkable. In July, not a single
Republican household in the Power||Watch(TM) ratings service sample watched
even one second of Olbermann. True Targets(TM) can be used for limitless
other segments as well, for instance, among households planning to purchase an
alternative fuel vehicle in next two years, not a single one of them in the
sample watched even one second of O'Reilly."

July - MSNBC's Countdown with Keith Olbermann vs. FOX News' The O'Reilly
Factor

Countdown w/ Keith
Power||Watch Olbermann - The O'Reilly Factor -
Characteristics Total Ratings Total Ratings
--------------- ------------- -------------
Republican No viewing in July 2009 1.2

Democrat 1.3 0.1
-------- --- ---
Plan to buy an
alternative energy
vehicle in next two
years 1.3 No viewing in July 2009

Households with kids 0.3 0.5
-------------------- --- ---
Households with A50+ 0.9 0.6
------------------- --- ---
Home improvement in next
12 months 0.5 0.4
------------------------ --- ---
Purchase car in next 12
months 0.8 0.4
----------------------- --- ---

*Source: Power||Watch Data, July 2009

*******************************

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 35,000 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 - News) 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, True Targets, and the TiVo Logo are trademarks or registered
trademarks of TiVo Inc. or its subsidiaries worldwide. © 2009 TiVo Inc. All
rights reserved. All other trademarks are the property of their respective
owners.

SOURCE TiVo Inc.

Mike Boccio, +1-212-446-1867, mboccio@sloanepr.com, for TiVo Inc.