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However, according to TiVo's Stop||Watch(TM) ratings service, nearly 20% of Leno's timeshifted viewing occurred within one hour of the start of the program, up from 13% last season and further slicing into NBC's 11pm timeslot that includes The Tonight Show with Conan O'Brien.
"Depending on who you ask, NBC's glass is either half full or half empty," said Todd Juenger, Vice President & General Manager, TiVo Audience Research & Measurement. "While Leno is succeeding in reducing the amount of timeshifted viewing for NBC's 10pm timeslot, he certainly isn't 'TiVo-proof' as nearly 50% of viewing is still timeshifted. Moreover, those timeshifted viewers are nearly twice as likely to watch within one hour, displacing NBC's 11pm timeslot."
The Jay Leno Show vs. Last Season's 10pm Broadcast Network Shows - Timeshifted Viewing
Average % Average % Viewed
Viewed Timeshifted:
Dates Timeshifted One Hour
------------- ------------ ----------------
The Jay Leno M-F 9/14/09 -
Show 9/25/09 46 20
------------ -------------- -- --
NBC M-F 9/22/08 -
10/17/08 70 13
--- -------------- -- --
ABC M-F 9/22/08 -
10/17/08 62 15
--- -------------- -- --
CBS M-F 9/22/08 -
10/17/08 68 13
--- -------------- -- --
TiVo also determined that the average percent of timeshifted viewing of The Jay Leno Show was less than other broadcast networks shows airing during the 10pm timeslot over the last two weeks.
The Jay Leno Show vs. this Season's 10pm Broadcast Network Shows - Timeshifted Viewing
Average % Average % Viewed
Viewed Timeshifted:
Dates Timeshifted One Hour
----- ------------ ----------------
The Jay Leno M-F 9/14/09 -
Show 9/25/09 46 20
------------ --------------- -- --
ABC M-F 9/14/09 -
9/25/09 63 18
--- --------------- -- --
CBS M-F 9/14/09 -
9/25/09 65 16
--- --------------- -- --
The Stop||Watch(TM) ratings service, introduced in February 2007, is offered via an easily sortable database of ratings for nationally run programs and advertisements from cable and broadcast networks, with data going back to September 2006. The service now tracks ratings for 112 networks from 5:00am - 11:30pm.
TiVo's Power||Watch(TM) ratings service provides advertisers access to second-by-second program and commercial ratings data, with demographic segmentations, for 35,000 households who have volunteered to take part in a "passive" consumer panel. The Power||Watch(TM) ratings service provides subscribers the ability to look at TV viewing broken down by standard household demographics including income, geography, ethnicity, number of children and tenure of TiVo subscriber, among others. TiVo can associate household data with the viewership data then produce program and commercial viewership reports by aggregate demographic and behavioral audience groups. All reports prepared by TiVo using this data are anonymous.
TiVo Stop||Watch(TM) ratings service data is derived from a daily, aggregate, anonymous, stratified random sample of 250,000 TiVo subscribers - from which the second-by-second "clickstream" of behavior and viewership is collected and assessed. The Stop||Watch(TM) ratings service includes data for: Total Viewing, Live Viewing, Timeshifted Viewing (less than 1 hour, 1-6 hours, 6-24 hours, 24-48 hours, 48-72 hours, 3-7 day, and 7-14 day delay and C3), Program Ratings, Commercial Ratings and a Commercial Viewership Index. The Stop||Watch(TM) service uses ad occurrence data from TNS Media Intelligence to identify commercial spots. For more information on the TiVo Stop||Watch(TM) ratings service, visit https://stopwatch.tivo.com.
About TiVo Inc.
Founded in 1997, TiVo Inc. (Nasdaq: TIVO - News) developed the first commercially available digital video recorder (DVR). TiVo offers the TiVo service and TiVo DVRs directly to consumers online at www.tivo.com and through third-party retailers. TiVo also distributes its technology and services through solutions tailored for cable, satellite, and broadcasting companies. Since its founding, TiVo has evolved into the ultimate single solution media center by combining its patented DVR technologies and universal cable box capabilities with the ability to aggregate, search, and deliver millions of pieces of broadband, cable, and broadcast content directly to the television. An economical, one-stop-shop for in-home entertainment, TiVo's intuitive functionality and ease of use puts viewers in control by enabling them to effortlessly navigate the best digital entertainment content available through one box, with one remote, and one user interface, delivering the most dynamic user experience on the market today. TiVo also continues to weave itself into the fabric of the media industry by providing interactive advertising solutions and audience research and measurement ratings services to the television industry. www.tivo.com
TiVo, 'TiVo, TV your way.', Season Pass, WishList, TiVoToGo, Stop||Watch, Power||Watch, and the TiVo Logo are trademarks or registered trademarks of TiVo Inc. or its subsidiaries worldwide. A(C) 2009 TiVo Inc. All rights reserved. All other trademarks are the property of their respective owners.
SOURCE TiVo Inc.
http://www.tivo.com
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