tivo owners--your being watched!!!!!!
Reebok's 'Office Linebacker' Gets Larger Audience Than Action on the Field, According to TiVo
PR Newswire - January 27, 2003 15:31
Annual Analysis of Viewer Activity During Super Bowl Also Shows Anheuser-Busch Ads Dominate Top 5, Stefani and 'No Doubt' Were Halftime Favorites
SAN JOSE, Calif., Jan. 27 /PRNewswire-FirstCall/ -- A Super Bowl commercial featuring a fictional linebacker got better ratings than any of the real football action, a symbolic reflection that most viewers tune into the annual event to watch the commercials and not the game, according to an analysis by TiVo.
(Photo: newscom.com )
Reebok's commercial featuring fictional "Office Linebacker Taylor Tate" was the most watched commercial in TiVo households that tuned into Super Bowl. Four commercials, all from Anheuser-Busch, complete the list of the Top 5 commercials viewed on TiVo. Overall, commercial breaks during the game got more viewers than action on the field.
"The commercials during the Super Bowl are increasingly a greater draw for viewers than the action on the field and this year is no exception," said Brodie Keast, Senior Vice President and General Manager of the TiVo Service. "This analysis shows once again that viewers watch the content that they find most compelling, even when the most compelling content is the commercials."
The TiVo audience measurement analysis shows just how profoundly DVR technology will change audience behavior in the future, even during live broadcasts. TiVo households on average utilized the Trickplay features -- pausing, rewinding, fast forwarding during live broadcasts -- an average of 40 times during the game.
As for action on the field, the game clinching interception return for a touchdown by Tampa Bay's Dwight Smith was the most viewed play. The halftime programming saw the best and worst of viewership, according to the analysis. Viewership dropped to its lowest point of the broadcast during the chalkboard chatter session that started halftime. Viewers returned en masse when the musical entertainment commenced and halftime viewership peaked when Gwen Stefani of "No Doubt" made her appearance.
TiVo Household Super Bowl Highlights and Low Points
Reebok's "Taylor Tate" Bests Real Celebrities, Anheuser-Busch Scores
Five Ads in Top 10
Reebok's Taylor Tate may not be a real football player, but he draws
viewers better than a Super Bowl MVP. Tate's office antics, using tackling and
sacking skills to enforce office discipline, got the highest viewership of any
commercial during the game. Anheuser-Busch dominated TiVo's list of Top 10
Most Viewed Spots, logging four spots in the top five.
TiVo Top Ten Super Bowl Moments
1. Reebok - Office Linebacker Taylor Tate
2. Anheuser-Busch - Meeting Mom
3. Anheuser-Busch - Three Arms
4. Anheuser-Busch - Zebra
5. Anheuser-Busch - Upside Down Clown
6. Universal Pictures - Bruce Almighty
7. Gatorade - Jordan v. Jordan
8. Pepsi Twist - Osbournes & Osmonds
9. Anheuser-Busch - Dreadlocks Dog
10. Sony Pictures - Charlie's Angels Full Throttle
TiVo Game Chart
The "TiVo Game Chart" also made its debut for this year's Super Bowl. The chart shows an analysis of viewer activity during the game in order to pinpoint areas of greatest interest during the broadcast. Repeatedly, viewership spikes during commercial breaks as TiVo owners replayed and rewound their favorite commercials. Tampa Bay's Dwight Smith recorded the game's most popular play, a game clinching interception return for a touchdown. (Chart available at www.tivo.com)
The analysis shows that viewership during the broadcast peaked late in the second quarter. Viewership saw its sharpest drop just as halftime began and continued a slow decline through the third and fourth period as Tampa Bay continued to pull away. But overall, about 80 percent of the audience stuck with the broadcast even as Tampa Bay continued to widen its lead.
"Even after the game was no longer competitive, viewers continued to stick with the broadcast -- primarily to see the remaining commercials," Keast said.
The audience measurement analysis marks the second consecutive year that TiVo has reviewed anonymous, aggregated data to learn how TiVo households utilized Trickplay features during the live broadcast.
About TiVo
Founded in 1997 with the mission to dramatically improve consumers' television viewing experiences, TiVo is the creator and leader in television services for digital video recorders (DVR). TiVo's leadership has defined and inspired the entire category, earning the company patents for pioneering inventions associated with DVR software and hardware design. TiVo was the first to deliver on the promise of consumer choice and control over TV viewing, building a loyal and passionate subscriber base with over 97% of customers surveyed recommending TiVo to a friend. This enthusiasm has contributed to overwhelming growth over the past year, and the total subscriber base exceeds 510,000. TiVo is headquartered in San Jose, CA. Additional information can be found at www.tivo.com.
This release contains certain forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. These statements relate to, TiVo's business, services, business development, strategy, customers or other factors that may affect future earnings or financial results. Forward-looking statements generally can be identified by the use of forward-looking terminology such as, "believe," "expect," "may," "will," "intend," "estimate," "continue," or similar expressions or the negative of those terms or expressions. Such statements involve risks and uncertainties, which could cause actual results to vary materially from those expressed in or indicated by the forward-looking statements. Factors that may cause actual results to differ materially include delays in development, competitive service offerings and lack of market acceptance, as well as the "Factors That May Affect Future Operating Results" and other risks detailed in our Annual Report on Form 10-K for the period ended January 31, 2002, and the Quarterly Reports on Form 10-Q for the periods ended April 30, 2002, July 31, 2002 and October 31, 2002, filed with the Securities and Exchange Commission. We caution you not to place undue reliance on forward-looking statements, which reflect an analysis only and speak only as of the date hereof. TiVo disclaims any obligation to update these forward-looking statements.
NOTE: TiVo is a registered trademark of TiVo Inc. in the United States and other jurisdictions. All other company or product names mentioned may be trademarks or registered trademarks of the respective companies with which they are associated.
SOURCE TiVo
/CONTACT: Rebecca Baer, +1-408-519-9225, or rebecca@tivo.com, or
Jessica VanPernis, +1-408-519-9220, or jvanpernis@tivo.com, both of TiVo Inc./
/Photo: NewsCom: newscom.com
AP Archive: photoarchive.ap.org
PRN Photo Desk, +1-888-776-6555 or +1-212-782-2840/
/Web site: tivo.com /
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