TiVo Research and Analytics Reveals 4th Annual Ranking of Fall Season TV Promo Effectiveness

SAN JOSE, CA--(Marketwired - Nov 20, 2013) - TiVo Research and Analytics, Inc. (TRA), a wholly-owned subsidiary of TiVo Inc. ( NASDAQ : TIVO ), today announced audience measurement results for the 2013 fall season series premieres. The study identified how effectively on-air broadcast television promos, running the six weeks prior to premieres, drove viewers to watch. According to TRA, the top four programs with a Promo Conversion score greater than 20 percent earned full-season orders, and one new entry, Sleepy Hollow, was already renewed for season two.

TRA evaluated the 23 new fall broadcast series that premiered from September 16 - October 10 and utilized Power||Watch™ ratings service data, gathered from an opt-in panel of 48,000 TiVo subscribers, to analyze the results. For the third year in a row, the findings revealed that a broad promotional reach campaign does not guarantee a program's success with viewers. Promo Conversion -- defined by TRA as a viewer who was exposed to at least three on-air promo spots for a given program and then tuned in for the series premiere -- was quite accurate in predicting which new programs would attract viewers.

For example, Sleepy Hollow ranked only 17th overall with a 53 percent reach, but its Promo Conversion score of 20.4 percent boosted the show to third place in the overall rankings. The ABC superhero program Marvel Agents of S.H.I.E.L.D. ranked seventh in reach, but first in Promo Conversion with an impressive 27 percent score. Robin William's second foray into series TV, The Crazy Ones, enjoyed the best of both worlds, delivering the second highest Promo Conversion rating of 25.3 percent and the fifth highest reach, 70 percent.

Contrary to popular belief, reach is less predictive of success. The top reach campaign for the fall season was ABC's Once Upon A Time in Wonderland. Besides touting the longest name of the season, Wonderland also claimed a 76 percent live + 7 day reach, but only a 4.9 percent Promo Conversion, the lowest score in the past four seasons.

On the other end of the scale, live + 7 day reach for the Andy Samberg comedy Brooklyn Nine-Nine was 48 percent, the lowest non-CW new series this season. However, the show scored a Promo Conversion rating of 20.3 percent and already received a full-season order.

Starting in December, Promo Conversion measurement and reporting will be available as part of Media TRAnalytics® v3.11.2. This updated tool will include not only measurement of tune-in conversion and overlap, but also the ability to analyze conversions with reference to any of the wide variety of demographic and purchase data available in Media TRAnalytics®.

"TRA's Promo Conversion data is a powerful tool that can help networks cut through to the core of what's really resonating with viewers and help to course correct midseason or plan for next season all with an eye toward effective targeting and improving ROI," said Tara Maitra, Senior Vice President and GM of Content and Media Sales at TiVo. "No other data exists that offers such granular insights into the efficacy of television promos to help networks and marketers determine what's really resonating with viewers."

Promo Reach Rankings

Rank Network   Program   Reach:
Live
+ 7 Days
Frequency:
Live
+ 7 Days
GRP:
Live
+ 7 Days
1 ABC   ONCE UPON A TIME IN WONDERLAND   76% 11.3 863.2
2 CBS   HOSTAGES   74% 7.3 542.6
3 NBC   BLACKLIST   74% 9.7 714.8
4 ABC   SUPER FUN NIGHT   72% 7.3 520.1
5 CBS   THE CRAZY ONES   70% 5.4 375.8
6 ABC   THE GOLDBERGS   69% 6.8 471.7
7 ABC   MARVEL AGENTS OF SHIELD   69% 8.0 549.7
8 NBC   IRONSIDE   66% 4.5 296.2
9 CBS   THE MILLERS   65% 3.9 250.5
10 NBC   THE MICHAEL J FOX SHOW   63% 5.6 354.7
11 NBC   SEAN SAVES THE WORLD   63% 3.9 244.0
12 ABC   TROPHY WIFE   63% 6.1 383.5
13 CBS   WE ARE MEN   62% 3.5 216.8
14 CBS   MOM   61% 4.6 285.7
15 ABC   BACK IN THE GAME   61% 6.1 371.4
16 NBC   WELCOME TO THE FAMILY   59% 3.0 173.0
17 Fox   SLEEPY HOLLOW   53% 4.0 210.8
18 ABC   BETRAYAL   51% 4.7 237.6
19 ABC   LUCKY 7   50% 5.6 282.5
20 Fox   DADS   50% 3.4 169.9
21 Fox   BROOKLYN NINE-NINE   48% 3.7 176.7
22 CW   THE TOMORROW PEOPLE   21% 2.7 56.5
23 CW   THE ORIGINALS   20% 2.7 53.5
               

Promo Conversion Rate Rankings

Rank   Network   Program   Promo
Conversion*
1   ABC   MARVEL AGENTS OF SHIELD   27.0%
2   CBS   THE CRAZY ONES   25.3%
3   Fox   SLEEPY HOLLOW   20.4%
4   Fox   BROOKLYN NINE-NINE   20.3%
5   CBS   THE MILLERS   18.2%
6   CBS   MOM   17.7%
7   NBC   THE MICHAEL J FOX SHOW   16.1%
8   CBS   WE ARE MEN   15.2%
9   NBC   BLACKLIST   14.8%
10   ABC   TROPHY WIFE   14.1%
11   CBS   HOSTAGES   14.0%
12   Fox   DADS   13.5%
13   ABC   THE GOLDBERGS   13.4%
14   CW   THE TOMORROW PEOPLE   11.9%
15   ABC   LUCKY 7   10.9%
16   NBC   IRONSIDE   10.4%
17   ABC   BACK IN THE GAME   10.3%
18   NBC   WELCOME TO THE FAMILY   10.2%
19   NBC   SEAN SAVES THE WORLD   9.7%
20   ABC   SUPER FUN NIGHT   9.4%
21   ABC   BETRAYAL   9.3%
22   CW   THE ORIGINALS   5.8%
23   ABC   ONCE UPON A TIME IN WONDERLAND   4.9%
             

*Promo Conversation is the percentage of households who were exposed to three on-air promo spots who tuned into the series premiere of the program, includes Live + 7 days of viewing.

About TiVo Research and Analytics, Inc. (TRA)
TiVo Research and Analytics, Inc. (TRA), a wholly-owned subsidiary of TiVo Inc. ( NASDAQ : TIVO ), 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® and TV Health Ratings platforms matched 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, Sunovian and Starcom MediaVest Group. More information at: www.traglobal.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. More information at: www.TiVo.com. Find us Facebook: http://www.Facebook.com/TiVo. Follow us on Twitter: http://www.Twitter.com/TiVo.

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