TiVo Uncovers: 'Elementary' Series Premiere Promos Most

TiVo Uncovers: 'Elementary' Series Premiere Promos Most Effective
Among Fall 2012 New Shows 
New TiVo 'Promo Conversion' Data Supports That Launching a Major
Advertising Campaign for a New Show Doesn't Guarantee It's a "Hit" 
SAN JOSE, CA -- (Marketwire) -- 12/13/12 --  TiVo Research and
Analytics, Inc. (TRA), a wholly-owned subsidiary of TiVo Inc.
(NASDAQ: TIVO), today announced audience measurement results
identifying how effectively on-air broadcast television promos
running during the six weeks prior to the 2012 Fall season series
premieres drove viewers to watch. According to TRA, the promotional
campaign for CBS' modern-day telling of Sherlock Holmes, Elementary,
fared best with a Promo Conversion score of 26.2%. 
TRA evaluated the 19 new fall broadcast series that premiered between
September 10 and October 11 and utilized Power||Watch(TM) ratings
service data, gathered from an opt-in panel of 45,000 TiVo
subscribers, to find that a broad promotional reach campaign does not
guarantee a program's success with viewers. 
However, Promo Conversion, which TiVo defines as a viewer watching
three on-air promo spots and then tuning in for the series premiere,
was quite predictive in telling which new programs would attract
viewers to tune in Elementary, for example, ranked only 10th overall
with a 71% reach while its Promo Conversion score took first place.
CBS has already given the show a full season order. In fact, the top
three programs in the Promo Conversion list have all been given full
season orders.  
Tara Maitra, Senior Vice President and GM of Content and Media Sales,
TiVo, said, "The fact that Elementary's Promo Conversion score placed
it first overall will certainly open the eyes of some networks and
advertisers that will be surprised to see a show with so low an
advertising reach can bring in so many fans. This type of insight is
a testament to TRA's unique ability to help networks and marketers
determine what's really resonating with viewers. No other data exists
that offers such granular insights into the efficacy of television
promos -- and the insights offered by TRA can be used well beyond the
promotional stage of a television series to effectively plan and
target viewers for upcoming seasons." 
The CW series Arrow also proved an exa
mple of a successful targeted
promotional effort. The fifth ranked network's campaign for their new
vigilante series cobbled together a 27% reach, ranking it last out of
all the new broadcast series. Yet, the Promo Conversion score for
Arrow came in third overall with at 18.9%. Arrow has also been given
a full season commitment. 
On the other end of the spectrum is the NBC series Animal Practice.
NBC's extensive promotional campaign delivered a reach of 67% but the
Promo Conversion score was a 13.4%. Animal Practice was cancelled on
October 18. CBS' Made in Jersey has the distinction of being the
first casualty of the new season though, receiving its cancellation
notice on October 10 after a promotional campaign that reached 51%
and a Promo Conversion score of only 10.5%.  
Promo Reach Rankings 


 
                                                                            
----------------------------------------------------------------------------
                                                   Frequency:               
                                      Reach: Live  Live + 7     GRP: Live + 
Rank    Network    New Fall Series    + 7 Days     Days         7 Days      
----------------------------------------------------------------------------
   1    NBC        REVOLUTION                  86%          9.5        815.4
----------------------------------------------------------------------------
   2    ABC        NASHVILLE                   86%         14.9       1277.9
----------------------------------------------------------------------------
   3    NBC        GO ON                       85%          8.1        688.0
----------------------------------------------------------------------------
   4    ABC        LAST RESORT                 84%         11.7        982.5
----------------------------------------------------------------------------
   5    NBC        CHICAGO FIRE                82%          8.8        726.6
----------------------------------------------------------------------------
   6    NBC        THE NEW NORMAL              80%          6.8        543.5
----------------------------------------------------------------------------
   7    CBS        VEGAS                       74%          6.0        441.6
----------------------------------------------------------------------------
   8    ABC        666 PARK AVENUE             74%          7.9        583.0
----------------------------------------------------------------------------
   9    ABC        THE NEIGHBORS               73%          6.2        450.8
----------------------------------------------------------------------------
   10   CBS        ELEMENTARY                  71%          5.1        365.6
----------------------------------------------------------------------------
   11   FOX        THE MOB DOCTOR              70%          5.3        373.0
----------------------------------------------------------------------------
   12   NBC        ANIMAL PRACTICE             67%          3.5        238.1
----------------------------------------------------------------------------
   13   CBS        PARTNERS                    65%          5.1        332.4
----------------------------------------------------------------------------
   14   FOX        BEN AND KATE                62%          3.5        213.4
----------------------------------------------------------------------------
   15   FOX        THE MINDY PROJECT           58%          3.0        172.7
----------------------------------------------------------------------------
   16   CBS        MADE IN JERSEY              51%          2.9        147.8
----------------------------------------------------------------------------
   17   NBC        GUYS WITH KIDS              47%          2.5        115.1
----------------------------------------------------------------------------
                   BEAUTY AND THE                                           
   18   CW         BEAST                       32%          2.7         85.6
----------------------------------------------------------------------------
   19   CW         ARROW                       27%          2.2         59.2
----------------------------------------------------------------------------

 
Promo Conversion Rate Rankings 


 
                                                              
--------------------------------------------------------------
Rank    Network    Program              Promo Conversion Rate*
--------------------------------------------------------------
   1    CBS        ELEMENTARY                            26.2%
--------------------------------------------------------------
   2    NBC        REVOLUTION                            21.8%
--------------------------------------------------------------
   3    CW         ARROW                                 18.9%
--------------------------------------------------------------
   4    FOX        THE MINDY PROJECT                     18.3%
--------------------------------------------------------------
   5    ABC        666 PARK AVENUE                       1
5.7%
--------------------------------------------------------------
   6    ABC        THE NEIGHBORS                         14.5%
--------------------------------------------------------------
   7    CBS        VEGAS                                 14.0%
--------------------------------------------------------------
   8    FOX        BEN AND KATE                          13.5%
--------------------------------------------------------------
   9    NBC        ANIMAL PRACTICE                       13.4%
--------------------------------------------------------------
   10   CBS        PARTNERS                              12.3%
--------------------------------------------------------------
   11   NBC        GUYS WITH KIDS                        11.8%
--------------------------------------------------------------
   12   ABC        LAST RESORT                           10.8%
--------------------------------------------------------------
   13   CBS        MADE IN JERSEY                        10.5%
--------------------------------------------------------------
   14   NBC        THE NEW NORMAL                        10.4%
--------------------------------------------------------------
   15   FOX        THE MOB DOCTOR                        10.3%
--------------------------------------------------------------
   16   CW         BEAUTY AND THE BEAST                   9.0%
--------------------------------------------------------------
   17   NBC        GO ON                                  8.9%
--------------------------------------------------------------
   18   ABC        NASHVILLE                              8.5%
--------------------------------------------------------------
   19   NBC        CHICAGO FIRE                           7.2%
--------------------------------------------------------------

 
TRA also helps 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 advertisers with their own
proprietary databases. To learn more about TRA's capabilities and
services please visit www.traglobal.com. 
About TiVo Research and Analytics, Inc. (TRA)
 TiVo Research and
Analytics, Inc. (TRA), a subsidiary of TiVo Inc., 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(R) platform matches the TV advertising
households actually receive with the products the same households
actually buy, enabling TRA clients to find "The Right Audience(R)"
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 and
Starcom MediaVest Group. More information at: www.traglobal.com.   
Contacts: 
Erik Milster 
For TiVo Inc. 
212-446-1866 
emilster@sloanepr.com