| TiVo Analysis Highlights Super Bowl Audience of the Future, TiVo Subscribers Didn't Miss a Second of the Action, Especially the Commercials |
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Demonstrating for the first time the impact that DVR technologies may have on future Super Bowl broadcasts, a report issued today by TiVo showed that portions of the broadcast were paused or replayed an average 44 times per TiVo household. While subscribers did use Trickplay features to review game highlights, subscribers used them most often to replay commercials that they found compelling, with Pepsi's Britney Spears' ads getting the most viewer replays. Cadillac's Led Zeppelin commercial and Bud Light's "Robot Wars" also proved to be popular with TiVo's remote control armed subscribers.
"The Super Bowl is one of those seminal television moments that captures the American audience as they gather around the TV to watch, enjoy and be entertained. TiVo is beginning to not only impact this national viewing experience, but we think we are proving that with TiVo, it's more entertaining," said Mike Ramsay, TiVo CEO. "We're finding that TiVo viewers watch what they find most entertaining, when they want to watch it, whether it's network programming, a big game or even the commercials." [an error occurred while processing this directive] TiVo compiled the aggregate, anonymous data from a sample size of 10,000 subscribers across the country.
Highlights of the TiVo Super Bowl audience analysis included:
-- TiVo subscribers found Pepsi's "Britney Spears" commercials to be the highlight of the game, according to Trickplay activity during the broadcast. Two of Pepsi's Britney Spears spots proved to be the most popular with TiVo subscribers. Three commercials for upcoming feature film blockbusters also made the TiVo Top 10 list of most replayed commercials.
TiVo's Subscriber's Top 10 Replayed Commercials
1. Pepsi, History (90 seconds)
2. Pepsi, History (30 seconds)
3. Cadillac CTS
4. Bud Light, Robot Wars
5. Collateral Damage
6. Bud Light, Falcon
7. AT&T mLife
8. Austin Powers
9. XXX (Movie Trailer)
10. Levi's Lightweight Jeans
-- About 39 percent of TiVo subscribers watched the Super Bowl broadcast.
-- New England's game-clinching field goal was the most replayed action on the field. Trickplay activity doubled to once every two minutes during the last 30 minutes of the game.
-- Very few TiVo subscribers left the game for other network programming. Only about 3 percent of TiVo users went to other programming during the game, the majority tuning to NBC's Fear Factor.
-- TiVo also delivered its first-ever "Super Bowl Showcase" to its over 280,000 subscribers. The program featured an exclusive interview with four-time Super Bowl champion Joe Montana as well as a sneak peek at the new TiVo Series2. TiVo plans to offer similar showcases around other television events this year.
"Today, the ability to pause and replay live television is a reality in more than 280,000 households and some day we anticipate these features will be available to millions of American television viewers," Ramsay said. "As this analysis shows, the growth in the use of TiVo technology can have a profound impact on how the Super Bowl audience of the future will watch and interact with the broadcast."
The TiVo audience analysis will help the company learn more about the real-time use of its technology during major television events and look at how new features and services can serve its growing subscriber community. But the data also provide networks and advertisers a sneak peak at the television audience of the future, giving them a head start in developing broadcasts and commercials that can adapt to this changing audience.
Source: TiVo, Inc.
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