TiVo Research and Analytics' Fourth Annual "Battle of the Consumer
Electronics Brands at CES" Scorecard
Scorecard Answers the Question of "What Ads Were Least and Most
Fast-Forwarded"; Results Underscore the Need for Brands to Embrace
Granular TV Viewing Data Beyond Industry Currency to Improve Ad
Effectiveness, Reduce Wasteful Spending; Winning Brands Include
Kmart, Verizon Wireless, LG Television, and Olympus Pen
LAS VEGAS, NV -- (Marketwire) -- 01/08/13 -- TiVo Research and
Analytics, Inc. (TRA), a wholly-owned subsidiary of TiVo Inc.
(NASDAQ: TIVO), today reported the winners and losers of its fourth
annual Battle of the Consumer Electronics Brands at CES TV
Brands were evaluated with respect to how well their ads resonated
with TiVo service subscribers, as measured by their propensity to
watch, rewind or fast-forward through the brands' spots during
time-shifted viewing. While overall fast-forwarding rates were the
key criterion, many other factors were also considered in assigning
winning and losing brands including the following: fast-forwarding
rates in similar, or different, media environments (i.e. media type,
networks, dayparts), fast-forwarding rates for spots that ran in the
first and middle commercial pod positions, and fast-forwarding rates
for different advertising creative executions for a given brand.
"This annual analysis continues to be an eye opener for consumer
electronics brands and advertisers showing them just how valuable
insights into TV viewing behavior that are more granular than the
current ratings currency can be in terms of helping reduce wasteful
ad spending," said Mark Lieberman, CEO TRA, Inc. "For example, our
second-by-second measurement capabilities were able to show that for
the first time in four years Kmart saw far less fast-forwarding than
other major retailers. Armed with this information, these companies
can go back to the board room and figure out better ways to target
their desired audience and see an improved ROI from their advertising
TRA announced the winning and losing brands, based on national TV ads
that ran between January and November 2012, during the 2013
International Consumer Electronics Show (CES) in Las Vegas.
Best Buy vs. Mass M
erchants: Wal-Mart, Target, Kmart,
Sears [For the first time in four years Kmart wins in 2012's tightest
-- Kmart had the lowest overall fast-forward rate compared to all the
other retailers in Cable.
-- Kmart delivered a significantly lower fast-forward rate in the first
commercial pod position than the other retailers.
-- In the Early Morning daypart, where Kmart aired 11% of its spots, it
scored the lowest fast-forward rate when compared to the other
LG vs. Panasonic vs. Samsung [For the fourth year in a
row the winner is... LG]
-- With overall spot counts down considerably from last year in the HD
Television category, LG delivered the lowest fast-forward rate overall
when compared to Panasonic and Samsung.
-- LG's Primetime fast-forward rate was 20% lower than Samsung's and 40%
lower than Panasonic's.
-- While Panasonic aired a greater percent of its spots in the first pod
position, LG's fast-forward rate was only half the rate of
-- LG's fast-forward rate was also significantly lower than Panasonic and
Samsung in the toughest pod position, the middle slot.
AT&T Wireless vs. Sprint vs. T-Mobile vs. Verizon
Wireless [For the fourth year running the winner is... Verizon
-- Verizon dominated the category this year, scoring the lowest
fast-forward rates overall, on Cable, and in Primetime.
-- With almost one quarter of its Broadcast spots airing on NBC, Verizon
Wireless had the lowest fast-forward rate when compared to the other
-- Verizon Wireless scored at least a 25% advantage over AT&T, Sprint
and T-Mobile with its fast-forward rate in the coveted first pod
Handheld Video Game Consoles
Nintendo 3DS vs. Sony PlayStation Vita
[The winner, for the third year in a row, is... Nintendo 3DS]
-- Nintendo 3DS delivered a fast-forward rate in Daytime that was only
one-third the rate experienced by Sony PlayStation Vita.
-- While Sony aired significantly more spots in the first pod position,
Nintendo 3DS scored a much lower fast-forward rate.
-- Both brands allocated a large percentage of their Cable spots to
Comedy Central, but Nintendo 3DS received a significantly lower
Amazon Kindle Fire vs. Apple iPad vs. Google Nexus 7 & 10 vs. Microsoft
Surface vs. Barnes & Noble NOOK vs. Samsung Galaxy [The winner is...
-- While the Apple iPad aired 20% of its spots in the first pod position
and NOOK only 10%, NOOK scored a superior fast-forward rate in the
first pod compared to all the other tablets.
-- All six tablet brands allocated a significant amount of spots to the
USA Network and Comedy Central, but it was NOOK who delivered the
lowest fast-forward rate on both networks.
Canon EOS vs. GoPro Hero vs. Nikon D vs. Olympus Pen
[The winner is... Olympus Pen]
-- Despite Ashton Kutcher's best effort for Nikon D, the Olympus Pen had
less overall fast-forwarding than the other digital camera
-- Even though the Olympus Pen had fewer spots in the first pod position
than the other brands, it delivered significantly less
-- The Olympus Pen spot "Amazing Image Quality" scored less
fast-forwarding than the primary spots of the other digital camera
Nintendo Wii U vs. Microsoft Kinect vs. Xbox 360 [The
winner is... Xbox 360]
-- Xbox 360 garnered a lower overall fast-forward rate than Microsoft
Kinect and Nintendo Wii U.
-- All three game systems managed to get only 10% of their spots in the
coveted first pod position, but Xbox 360 came out on top when it came
to fast-forward rate.
-- Xbox 360, Microsoft Kinect and Nintendo Wii U all aired significant
schedules on ABC Family, but it was Xbox 360 that delivered the lowest
Video Game Systems for Children
LeapFrog Leapster GS vs. VTech Inno
Tab [The winner in this new category is... VTech Inno Tab]
-- Both VTech and LeapFrog aired approximately one-third of their spots
in Daytime where VTech scored a significantly lower fast-forward rate.
-- VTech also delivered the lower fast-forward rate in the first pod
-- The Food Network garnered a significant share of the spot allocation
for VTech and LeapFrog, and it was VTech that experienced less
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
ility 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, Scripps
Networks, Oscar Mayer and Starcom MediaVest Group. More information
For TiVo Inc.
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