Welcome!

News Feed Item

TiVo Research Study Uncovers up to $88 Million in Lost Network Ad Revenue on Just Ten Broadcast Network Shows Alone

Moving From a C3 to C7 Rating Could Increase Commercial Ratings by More Than 10%

SAN JOSE, CA -- (Marketwired) -- 04/21/14 -- TiVo Research, Inc., a subsidiary of TiVo Inc. (NASDAQ: TIVO), today announced the results of a thorough examination of timeshifted primetime TV viewing watched between four to seven days after a program's live airing (Live+4 to Live+7). The study reveals large increases in commercial viewership that are not captured in the current C3 metric and for which TV networks are therefore currently not compensated. The analysis, covering a wide range of networks and programs, revealed exact second-by-second program and commercial rating increases from five to 17 percent by extending the measurement window from four to seven days after broadcast.

In broadcast primetime, networks have the most to lose when utilizing the C3 ratings currency. Looking specifically at the commercial rating for ABC's Modern Family, TiVo Research saw an increase of 10.9 percent by adding viewership from four to seven days after the telecast. Based on network television ad prices, as supplied to TiVo by SQAD LLC for this project, 10.9 percent equates to a per-spot increase of $26,665. Extrapolating to a single season, based on an average of 17 spots per episode and full season of 24 first run programs, the popular family sitcom is missing out on an estimated $10.9 million in revenue per year.

"Our unique commercial audience data demonstrates the real opportunity costs created by the gaping holes in the current C3 ratings currency and how filling in the blanks can help inform negotiations in this year's Upfront. Commercial ratings based on second-by-second viewing data not measured by the ratings currency are the only way to capture user behavior in a DVR environment accurately, and therefore the only way to assess the potential value that could be unlocked by going deeper than the ratings currency," said Jonathan Steuer, Chief Research Officer at TiVo. "There's a notion among some in the industry that by simply gaming the blunt instrument of average-commercial-minute measurement the ratings currency provides, networks can gain back some of the advantage advertisers get from unmeasured viewership beyond the three-day window. The reality is that only an extended measurement approach that combines both precise measurement of media viewership and a comprehensive understanding of audience composition can enable networks and advertisers to evaluate what commercial ratings truly are over the course of a seven day viewing period."

TiVo Research analyzed commercial viewership for the 2012-2013 broadcast season, between September 2012 and August 2013, limiting the analysis to first-run, primetime programs with the exclusion of all network promos and PSAs. The results were based on aggregated, anonymous, second-by-second audience measurement data from a sample of 350,000 anonymous households with the Emmy-award winning TiVo® service.

Since this study was conducted based only on TiVo households, it provides only an upper-end benchmark of the maximum possible impact of DVR viewing. Currently, DVR penetration in the U.S. is approximately 50 percent, though TiVo households tend to be active time-shifters and commercial skippers, so actual impact is likely to be at least half of that shown and perhaps more. The table below estimates the single season revenue increase for TiVo's Top Ten Season Pass programs.


                       Single Season Revenue Increase
         For TiVo's Top Ten Season Pass Programs as of May 26, 2013
----------------------------------------------------------------------------
                                Commercial            Average
      Top Season    SQAD Market Rating     Average    First-run  Single
Rank  Passes -      Cost        Increase   Spots per  Episodes   Season C4-
      as of 5-26-13             C4-C7      Episode    per Year   C7 Increase
----------------------------------------------------------------------------
      THE BIG BANG
  1   THEORY           $264,526       8.1%         17         24  $8,742,055
----------------------------------------------------------------------------
  2   MODERN FAMILY    $244,630      10.9%         17         24 $10,879,185
----------------------------------------------------------------------------
      GREY'S
  3   ANATOMY          $201,177       8.0%         29         24 $11,201,535
----------------------------------------------------------------------------
  4   NCIS             $150,718       8.8%         29         24  $9,231,176
----------------------------------------------------------------------------
  5   THE MENTALIST    $103,791       9.6%         29         17  $4,912,220
----------------------------------------------------------------------------
  6   CASTLE           $121,059      10.0%         29         24  $8,425,706
----------------------------------------------------------------------------
  7   ELEMENTARY       $153,428       8.8%         29         22  $8,614,062
----------------------------------------------------------------------------
  8   AMERICAN IDOL    $319,565       4.1%         61         18 $14,386,177
----------------------------------------------------------------------------
      PERSON OF
  9   INTEREST         $172,797       7.1%         29         22  $7,827,359
----------------------------------------------------------------------------
  10  THE GOOD WIFE     $99,460       6.2%         29         20  $3,576,582
----------------------------------------------------------------------------
Grand Total                                                      $87,796,058
----------------------------------------------------------------------------

Please contact TiVo Research at [email protected] for additional C3 versus C7 data, including network and program genre averages.

About Research TiVo Inc.
TiVo Research, Inc., 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. TiVo Research'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 clients to find "The Right Audience®" while providing an unmatched level of transparency, measurement, media planning/selling and improved ROI. TiVo Research clients include Procter and Gamble, CBS, A&E Television Networks, ION Media, Oscar Mayer, Sunovian and Starcom MediaVest Group. More information at: www.tivoresearch.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.

TiVo, the TiVo logo, WishList, Season Pass, and Roamio are trademarks or registered trademarks of TiVo Inc. or its subsidiaries. All other trademarks are the property of their respective owners.

More Stories By Marketwired .

Copyright © 2009 Marketwired. All rights reserved. All the news releases provided by Marketwired are copyrighted. Any forms of copying other than an individual user's personal reference without express written permission is prohibited. Further distribution of these materials is strictly forbidden, including but not limited to, posting, emailing, faxing, archiving in a public database, redistributing via a computer network or in a printed form.

Latest Stories
Leading cloud-centric IT organizations are establishing core capabilities to improve productivity, control costs and provide a highly responsive end-user experience. Key steps along this journey include creating an end-user cloud services catalog, automating workflows and provisioning, and implementing IT showback and chargeback. In his session at 19th Cloud Expo, Mark Jamensky, executive vice president of Products at Embotics, will walk attendees through an in-depth case study of enterprise I...
Your business relies on your applications and your employees to stay in business. Whether you develop apps or manage business critical apps that help fuel your business, what happens when users experience sluggish performance? You and all technical teams across the organization – application, network, operations, among others, as well as, those outside the organization, like ISPs and third-party providers – are called in to solve the problem.
SYS-CON Events announced today that Niagara Networks will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Niagara Networks offers the highest port-density systems, and the most complete Next-Generation Network Visibility systems including Network Packet Brokers, Bypass Switches, and Network TAPs.
SYS-CON Events announced today the Kubernetes and Google Container Engine Workshop, being held November 3, 2016, in conjunction with @DevOpsSummit at 19th Cloud Expo at the Santa Clara Convention Center in Santa Clara, CA. This workshop led by Sebastian Scheele introduces participants to Kubernetes and Google Container Engine (GKE). Through a combination of instructor-led presentations, demonstrations, and hands-on labs, students learn the key concepts and practices for deploying and maintainin...
Without a clear strategy for cost control and an architecture designed with cloud services in mind, costs and operational performance can quickly get out of control. To avoid multiple architectural redesigns requires extensive thought and planning. Boundary (now part of BMC) launched a new public-facing multi-tenant high resolution monitoring service on Amazon AWS two years ago, facing challenges and learning best practices in the early days of the new service. In his session at 19th Cloud Exp...
SYS-CON Events announced today that Roundee / LinearHub will exhibit at the WebRTC Summit at @ThingsExpo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. LinearHub provides Roundee Service, a smart platform for enterprise video conferencing with enhanced features such as automatic recording and transcription service. Slack users can integrate Roundee to their team via Slack’s App Directory, and '/roundee' command lets your video conference ...
Apache Hadoop is a key technology for gaining business insights from your Big Data, but the penetration into enterprises is shockingly low. In fact, Apache Hadoop and Big Data proponents recognize that this technology has not yet achieved its game-changing business potential. In his session at 19th Cloud Expo, John Mertic, director of program management for ODPi at The Linux Foundation, will explain why this is, how we can work together as an open data community to increase adoption, and the i...
Using new techniques of information modeling, indexing, and processing, new cloud-based systems can support cloud-based workloads previously not possible for high-throughput insurance, banking, and case-based applications. In his session at 18th Cloud Expo, John Newton, CTO, Founder and Chairman of Alfresco, described how to scale cloud-based content management repositories to store, manage, and retrieve billions of documents and related information with fast and linear scalability. He addres...
Digital transformation is too big and important for our future success to not understand the rules that apply to it. The first three rules for winning in this age of hyper-digital transformation are: Advantages in speed, analytics and operational tempos must be captured by implementing an optimized information logistics system (OILS) Real-time operational tempos (IT, people and business processes) must be achieved Businesses that can "analyze data and act and with speed" will dominate those t...
IoT is fundamentally transforming the auto industry, turning the vehicle into a hub for connected services, including safety, infotainment and usage-based insurance. Auto manufacturers – and businesses across all verticals – have built an entire ecosystem around the Connected Car, creating new customer touch points and revenue streams. In his session at @ThingsExpo, Macario Namie, Head of IoT Strategy at Cisco Jasper, will share real-world examples of how IoT transforms the car from a static p...
While DevOps promises a better and tighter integration among an organization’s development and operation teams and transforms an application life cycle into a continual deployment, Chef and Azure together provides a speedy, cost-effective and highly scalable vehicle for realizing the business values of this transformation. In his session at @DevOpsSummit at 19th Cloud Expo, Yung Chou, a Technology Evangelist at Microsoft, will present a unique opportunity to witness how Chef and Azure work tog...
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 19th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world and ThingsExpo Silicon Valley Call for Papers is now open.
Almost two-thirds of companies either have or soon will have IoT as the backbone of their business in 2016. However, IoT is far more complex than most firms expected. How can you not get trapped in the pitfalls? In his session at @ThingsExpo, Tony Shan, a renowned visionary and thought leader, will introduce a holistic method of IoTification, which is the process of IoTifying the existing technology and business models to adopt and leverage IoT. He will drill down to the components in this fra...
The Transparent Cloud-computing Consortium (abbreviation: T-Cloud Consortium) will conduct research activities into changes in the computing model as a result of collaboration between "device" and "cloud" and the creation of new value and markets through organic data processing High speed and high quality networks, and dramatic improvements in computer processing capabilities, have greatly changed the nature of applications and made the storing and processing of data on the network commonplace.
We’ve been doing it for years, decades for some. How many websites have you created accounts on? Your bank, your credit card companies, social media sites, hotels and travel sites, online shopping sites, and that’s just the start. We do it often without even thinking about it, quickly entering our personal information, our data, in a plethora of systems. Sometimes we’re not even aware of the information we are providing. It could be very personal information (think of the security questions you ...