TiVo Research and Analytics Four Annual Battle of the Consumer Electronics Brands at CES Scorecard

TiVo Research and Analytics Fourth Annual Battle of the Consumer Electronics Brands at CES Scorecard Scorecard Answers the Question of What Ads Were Least and Most Fast-Forwarded; Results Underscore the Need for Brands to Embrace Granular TV Viewing Data Beyond Industry Currency to Improve Ad Effectiveness, Reduce Wasteful Spending; Winning Brands Include Kmart, Verizon Wireless, LG Television, and Olympus Pen

LAS VEGAS, NV--(Marketwire - Jan 8, 2013) - TiVo Research and Analytics, Inc. (TRA), a wholly-owned subsidiary of TiVo Inc. (NASDAQ: TIVO), today reported the winners and losers of its fourth annual Battle of the Consumer Electronics Brands at CES TV advertising competition.

Brands were evaluated with respect to how well their ads resonated with TiVo service subscribers, as measured by their propensity to watch, rewind or fast-forward through the brands spots during time-shifted viewing. While overall fast-forwarding rates were the key criterion, many other factors were also considered in assigning winning and losing brands including the following: fast-forwarding rates in similar, or different, media environments (i.e. media type, networks, dayparts), fast-forwarding rates for spots that ran in the first and middle commercial pod positions, and fast-forwarding rates for different advertising creative executions for a given brand.

This annual analysis continues to be an eye opener for consumer electronics brands and advertisers showing them just how valuable insights into TV viewing behavior that are more granular than the current ratings currency can be in terms of helping reduce wasteful ad spending, said Mark Lieberman, CEO TRA, Inc. For example, our second-by-second measurement capabilities were able to show that for the first time in four years Kmart saw far less fast-forwarding than other major retailers. Armed with this information, these companies can go back to the board room and figure out better ways to target their desired audience and see an improved ROI from their advertising campaigns.

TRA announced the winning and losing brands, based on national TV ads that ran between January and November 2012, during the 2013 International Consumer Electronics Show (CES) in Las Vegas.

Retail Outlets

Best Buy vs. Mass Merchants: Wal-Mart, Target, Kmart, Sears [For the first time in four years Kmart wins in 2012s tightest race]

Kmart had the lowest overall fast-forward rate compared to all the other retailers in Cable.

Kmart delivered a significantly lower fast-forward rate in the first commercial pod position than the other retailers.

In the Early Morning daypart, where Kmart aired 11% of its spots, it scored the lowest fast-forward rate when compared to the other retailers.

HD Televisions

LG vs. Panasonic vs. Samsung [For the fourth year in a row the winner is... LG]

With overall spot counts down considerably from last year in the HD Television category, LG delivered the lowest fast-forward rate overall when compared to Panasonic and Samsung.

LGs Primetime fast-forward rate was 20% lower than Samsungs and 40% lower than Panasonics.

While Panasonic aired a greater percent of its spots in the first pod position, LGs fast-forward rate was only half the rate of Panasonics.

LGs fast-forward rate was also significantly lower than Panasonic and Samsung in the toughest pod position, the middle slot.

Wireless Telecom

AT&T Wireless vs. Sprint vs. T-Mobile vs. Verizon Wireless [For the fourth year running the winner is... Verizon Wireless]

Verizon dominated the category this year, scoring the lowest fast-forward rates overall, on Cable, and in Primetime.

With almost one quarter of its Broadcast spots airing on NBC, Verizon Wireless had the lowest fast-forward rate when compared to the other wireless carriers.

Verizon Wireless scored at least a 25% advantage over AT&T, Sprint and T-Mobile with its fast-forward rate in the coveted first pod position.

Handheld Video Game Consoles

Nintendo 3DS vs. Sony PlayStation Vita [The winner, for the third year in a row, is... Nintendo 3DS]

Nintendo 3DS delivered a fast-forward rate in Daytime that was only one-third the rate experienced by Sony PlayStation Vita.

While Sony aired significantly more spots in the first pod position, Nintendo 3DS scored a much lower fast-forward rate.

Both brands allocated a large percentage of their Cable spots to Comedy Central, but Nintendo 3DS received a significantly lower fast-forward rate.

Tablets

Amazon Kindle Fire vs. Apple iPad vs. Google Nexus 7 & 10 vs. Microsoft Surface vs. Barnes & Noble NOOK vs. Samsung Galaxy [The winner is... NOOK]

While the Apple iPad aired 20% of its spots in the first pod position and NOOK only 10%, NOOK scored a superior fast-forward rate in the first pod compared to all the other tablets.

All six tablet brands allocated a significant amount of spots to the USA Network and Comedy Central, but it was NOOK who delivered the lowest fast-forward rate on both networks.

Digital Cameras

Canon EOS vs. GoPro Hero vs. Nikon D vs. Olympus Pen [The winner is... Olympus Pen]

Despite Ashton Kutchers best effort for Nikon D, the Olympus Pen had less overall fast-forwarding than the other digital camera advertisers.

Even though the Olympus Pen had fewer spots in the first pod position than the other brands, it delivered significantly less fast-forwarding.

The Olympus Pen spot Amazing Image Quality scored less fast-forwarding than the primary spots of the other digital camera advertisers.

Game System

Nintendo Wii U vs. Microsoft Kinect vs. Xbox 360 [The winner is... Xbox 360]

Xbox 360 garnered a lower overall fast-forward rate than Microsoft Kinect and Nintendo Wii U.

All three game systems managed to get only 10% of their spots in the coveted first pod position, but Xbox 360 came out on top when it came t

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