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TiVo Declares Big Bird Moment "Tops" of Last Night's Presidential Debate


October 4, 2012 - Alviso, CA

TiVo Research and Analytics, Inc. (TRA), a wholly-owned subsidiary of TiVo Inc. (NASDAQ: TIVO), today announced that the most-watched moment during last night's presidential debate between President Barack Obama and Republican presidential nominee Mitt Romney. When measuring the viewership data across all broadcast and cable networks that aired the event, the most viewed moment was a moment about TV itself -- when Romney discussed his plan to cut funding to the Public Broadcasting Service (PBS).

Utilizing anonymous viewing data, TRA was able to provide audience behavioral analysis of the debate on a second-by-second basis. TRA viewership information gauges the interest in programming content by measuring the most rewound and re-watched moments in the debate. Additionally, by anonymously matching voter registration data to viewing households, TRA's Media TRAnalytics® software system has described the typical audience composition based on each of the networks news programming to further diagnose the impact of the debates among registered Republicans, Democrats and Independents within age and gender groups.

Tara Maitra, Senior Vice President and GM of Content and Media Sales, TiVo, said, "Having unique data available regarding viewer behavior during highly viewed television events is an invaluable resource. The top moments from events like last night's debate demonstrate TRA's ability to take an anonymous viewing sample from our universe, down to the very second, and show great granular insights about viewing behavior by political affiliation that others can't provide."

As a result, TRA's systems are able to provide analysis such as:

  • The overall Top Moment across all networks was the discussion about Governor Romney's plan to pull funding from PBS at 9:27:44 pm ET.

  • One of NBC's most-watched moments was President Obama commenting on Romney's tax plan at 9:18:44 pm ET: "For 18 months leading up to the election he's been running on this tax plan, and now, five weeks before the election, he's saying that his big bold ideas is 'Never Mind...'" NBC's evening news audience has a high composition of households headed by Democrat males Age 35+ (a 118 index, or 18% above average).

  • One of FOX News Channel's Top Moments was Governor Romney describing the Obama Administration's energy investment initiatives at 9:38:22 pm ET: "I have a friend who says that you don't just pick the winners and losers, you pick the losers." FNC's evening news audience has a high composition of Republican households overall with a 137 index, and a 144 index among households headed by Republican adults 35+; a 152 index among households headed by Republican men 35+; and a 126 index for households headed by Republican women 35+.

  • One of MSNBC's Top Moments was President Obama talking about his grandmother, Medicare and Social Security at 9:41:16 pm ET: "She had worked all her life. Put in this money. And understood that there was a basic guarantee, a floor under which she could not go..." High interest in this Top Moment is consistent with the high concentration of Democrats in MSNBC's primetime audience, which has an overall Democrat index of 133; a 143 index among households headed by Democrat adults 18-34; and a 156 index among households headed by Democrat men 35+.

TRA's system provides similar insights for all programs, dayparts and networks. TRA will be sharing additional insights throughout the upcoming month and after each of the Presidential and Vice Presidential debates.

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® platform matches the TV advertising households actually receive with the products the same households actually buy, enabling TRA clients to find "The Right Audience®" 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.

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