TiVo Reports: Obama "Battleship" Comment Most-Watched Moment During the Final Presidential Debate

Obama Also Sweeps the Top Five Moments During Last Night's Debate, No Comments From Romney Viewed Enough to Make the List

Marketwired

ALVISO, CA--(Marketwire - Oct 23, 2012) -  TiVo Research and Analytics, Inc. (TRA), a wholly-owned subsidiary of TiVo Inc. (NASDAQ: TIVO), today announced the most-watched moment during the final Presidential debate between President Barrack Obama and Republican presidential nominee Mitt Romney. When measuring the viewership data across all broadcast and cable networks that aired the debate, the most-viewed moment came during President Obama's description of changes in the structure of the U.S. military, countering Governor Romney's assertion that the U.S. Navy has fewer ships than it did in 1916 by saying, "the question is not a game of Battleship where we're counting ships."

Utilizing anonymous viewing data, TRA was able to provide audience behavioral analysis of the 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 debates among registered Republicans, Democrats and Independents within age and gender groups.

The "Battleship" top moment, which occurred at 9:43:52 PM ET, ranked first in the telecasts on ABC, CBS, NBC and MSNBC, and ranked second on CNN. This moment did not rank in the top 10 among viewers of the FOX News Channel, which indexes 137 (37% higher than the average) in overall viewing by Republican households, 144 among households headed by Republican adults 35+, 152 among households headed by Republican men 35+, and 126 among households headed by Republican women 35+. 

Rounding out the top five moments across all networks were the following:

  • #2 (9:23:43 PM ET): Moderator Bob Schieffer's question about whether President Obama had any regrets about saying it was "time to go" for Egypt's Mubarak (#2 on ABC; #5 on NBC and FNC; #6 on MSNBC; #7 on CBS; not in top 10 on CNN)

  • #3 (9:50:01 PM ET):  President Obama refuting reports that the U.S. and Iran have agreed "in principle" to talks about Iran's nuclear program by stating, "Those are reports in the newspaper, they are not true." (#2 on CBS and NBC; #7 on CNN; #9 on MSNBC; #10 on ABC, not ranked in the top 10 on FNC)

  • #4 (9:20:09 PM ET): President Obama's discussion of the US's role in organizing the Friends of Syria (#5 on ABC; #6 on NBC; #7 on MSNBC; not in top 10 on CBS, CNN or FNC)

  • #5 (9:16:27 PM ET): President Obama's further comments about organizing the international community around Syria (#3 on NBC, nearby moments #2 on FNC, #4 on ABC #5 on MSNBC; not in top 10 on CNN)

Tara Maitra, Senior Vice President and GM of Content and Media Sales, TiVo, said, "Beyond being very interesting, the top moments and other viewing trends of this presidential debate season are a perfect example of how valuable it can be for advertisers and marketers to have granular insights into what people are watching and what is actually resonating at their fingertips. This data can help improve the effectiveness of ad campaigns and ultimately the ROI of an ad buy."

TRA's system provides similar insights for all programs, dayparts and networks. TRA will continue to share important viewing metrics throughout the election season.

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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