TiVo Reports: '47% of Americans...' Comment the Most-Watched Moment of Last Night's Vice Presidential Debate

TiVo Answers: How Does Political Affiliation of Audience Relate to Each Network's Most Watched Moments During the VP Debate?

Marketwired

ALVISO, CA--(Marketwire - Oct 12, 2012) - TiVo Research and Analytics, Inc. (TRA), a wholly-owned subsidiary of TiVo Inc. (NASDAQ: TIVO), today announced the most-watched moment during last night's vice presidential debate between Vice President Joe Biden and Congressman Paul Ryan. When measuring the viewership data across all broadcast and cable networks that aired the event, the most viewed moment was the exchange between Biden and Ryan regarding a previously released video where Mitt Romney claimed, "There are 47 percent of the people who will vote for the president no matter what."

Utilizing anonymous viewing data, TRA was able to provide audience behavioral analysis of last night's debate on a second-by-second basis. TRA viewership information gauges the interest in programming content by measuring the most rewound and re-watched moments in the debate. Additionally, by anonymously matching voter registration data to viewing households, TRA's Media TRAnalytics® software system has described the typical audience composition based on each of the networks news programming to further diagnose the impact of the vice presidential debate among registered Republicans, Democrats and Independents within age and gender groups.

Tara Maitra, Senior Vice President and GM of Content and Media Sales, TiVo Inc., said, "Advertisers need tools to help them get a better, more granular look at exactly what is being watched, when, and by whom. The analytical data generated by TRA based on last night's debate is one example of how it is possible to drill down on a specific moment within a TV program or commercial on a second-by-second basis to determine what resonated with viewers. In terms of politics, having a window into the issues that impacted the most households during this debate season provides campaigns with more insight to accomplish a number of things -- dial up or down certain messages or readjust where and when ads are aired -- to ultimately help provide a better ROI."

As a result, TRA's systems are able to provide analysis on last night's debate such as:

  • The overall top moment across all networks was the exchange between Biden and Ryan regarding Mitt Romney's "47%" remark. (9:28:30 PM ET)
  • Second most watched moment came when Biden responded to Ryan regarding a Stimulus package and the fact that Ryan requested stimulus for two projects for his constituents: "Any letter you send me, I'll entertain." (9:33:55 PM ET)

Additionally, TRA's systems are able to provide insights into how partisan audiences on Fox News Channel and MSNBC reacted differently to the same debate.

Fox News Channel's audience contains a higher concentration of households with registered Republicans, indexing at 137. Top moments for viewers of the debate on Fox News Channel centered on statements made by Ryan, first on foreign policy and then on domestic issues:

  • Ryan's attacks on the administration's weak approach to Middle East, especially Iran and Israel, drew consistently high ratings.
  • Ryan's focus on growing the economy, reducing unemployment and attacking Biden's scare tactics on Medicare also attracted larger audience interest.

In contrast MSNBC's audience contains a higher concentration of households with registered Democrats, indexing at 133. MSNBC viewers were most interested in Biden's points, specifically the following:

  • Biden repeatedly criticized Ryan and Romney for their lack of specificity surrounding foreign policy recommendations.
  • Biden's most viewed moments also concerned Ryan's refusal to provide details on tax cuts, domestic spending priorities, and especially Medicare and Social Security.

TRA's system provides similar insights for all programs, dayparts and networks. TRA will be sharing additional insights throughout the upcoming month and after each of the two remaining Presidential debates.

TRA also helps 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 advertisers with their own proprietary databases. To learn more about TRA's capabilities and services please visit www.traglobal.com

About TiVo Research and Analytics, Inc. (TRA)
TiVo Research and Analytics, Inc. (TRA), a subsidiary of TiVo Inc., 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. TRA's web-based Media TRAnalytics® platform matches the TV advertising households actually receive with the products the same households actually buy, enabling TRA clients to find "The Right Audience®" while providing an unmatched level of transparency, measurement, media planning/selling and improved ROI. TRA clients include Procter and Gamble, CBS, A&E Television Networks, ION Media, Oscar Mayer and Starcom MediaVest Group. More information at: www.traglobal.com.

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