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Technology Stocks : Tivo (TIVO) Interactive TV -- Ignore unavailable to you. Want to Upgrade?

To: David Lee who wrote (801)	1/27/2003 4:13:57 PM
From: Road Walker	Respond to of 2093

This is actually sort of funny: Reebok's 'Office Linebacker' Gets Larger Audience Than Action on the Field, According to TiVo Monday January 27, 3:31 pm ET 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.