August
20
Ad messages not 'Lost' on Tivo subscribers
TiVo, creator of the machine of the gods, has unveiled its top commercial and program rankings for June for both total and timeshifted viewing. (Tivo follows the industry standard for broadcast periods. So in this case it was May 26 to June 29.)
It seems if you’re an advertiser — particularly a studio hyping your upcoming pic — you ought to be lining up to place your spot on ABC’s “Lost” (pictured, right).
NBC’s coverage of the U.S. Open golf tourney, which Tiger Woods (pictured below) won in dramatic fashion, was no slouch either, taking three of the top 10 slots for commercials in total viewing. (Apparently many of those viewers were feeling Woods’ pain, as they stayed tuned in through the Aleve ads.) Unfortunately, with Woods recovering from knee surgery, it’ll be next year sometime before there’s another golf tournament where advertisers could reap these kinds of results.
It’s when the company measured only those ads for timeshifted (delayed) viewing, that “Lost” really dominated. Of course, delayed viewing for major sporting events such as the U.S. Open is much more rare. Rabid fans like to watch sports as they happen, trust me.
“What is particularly impressive is that every commercial in the top 10 for timeshifted viewing aired during the ‘Lost’ season finale — in fact, the top 86 commercials for timeshifted viewing aired during ‘Lost’ (episodes during this period),” said Todd Juenger, VP-g.m. of TiVo audience research and measurement. “The top 5 spots in timeshifted viewing were all for movies.”
Fans of Fox’s “So You Think You Can Dance” really busted a move as well. The reality competition for hoofers landed in slots 3-10 for total viewing and 2-9 for timeshifted viewing in the program rankings.
Other notes of interest:
- Coppertone made the list of least forwarded brands at No. 7, a sure sign of summer.
- The American Petroleum Institute and CITGO Petroleum both made the list — more evidence that the price of gas is top of mind.
- Meineke made the list for the third consecutive month.
- Research data for June also revealed that viewers fast-forwarded through network promos at high rates. Tivo surmises that one reason might be that network promos are perceived by some viewers as program content not paid advertising.
Check out the charts on the next page. And if you’re a real numbers nerd and need to know how Tivo arrives at these numbers, read the small print at the bottom of the post. Just don’t ask me to explain it.
— Kathy Lyford
| Top 10 ads in total viewing for June | |||
|---|---|---|---|
| Program | Advertiser | Date | Rating |
| 1. Lost season finale (ABC) | Hancock (Sony) | May 29 | 14.0 |
| 2. Lost season finale | Incredible Hulk (U) | May 29 | 12.4 |
| 3. Lost season finale | Dark Knight (WB) | May 29 | 12.1 |
| 4. Lost season finale | The Happening (Fox) | May 29 | 11.8 |
| 5. U.S. Open Golf (NBC) | Nike Sneakers | June 15 | 11.0 |
| 6. Lost season finale | Wall-E (Disney) | May 29 | 10.9 |
| 7. U.S. Open Golf | MasterCard World Card | June 15 | 10.8 |
| 8. U.S. Open Golf | FedEx | June 15 | 10.7 |
| 9. Lost season finale | Verizon Wireless | May 29 | 10.6 |
| 10. U.S. Open Golf | Aleve Pain Relief Caplets | June 15 | 10.5 |
| Top 10 ads in timeshifted viewing for June | |||
|---|---|---|---|
| Program | Advertiser | Date | Rating |
| 1. Lost season finale | Hancock | May 29 | 7.7 |
| 2. Lost season finale | Dark Knight | May 29 | 7.2 |
| 3. Lost season finale | Happening | May 29 | 7.0 |
| 4. Lost season finale | Incredible Hulk | May 29 | 6.8 |
| 5. Lost season finale | Wall-E | May 29 | 5.8 |
| 6. Lost season finale | American Express | May 29 | 5.0 |
| 7. Lost season finale | iTunes.Com | May 29 | 4.8 |
| 8. Lost season finale | Verizon Wireless | May 29 | 4.7 |
| 9. Lost season finale | Abreva Pump Cold | May 29 | 4.6 |
| 10. Lost season finale | Lexus Autos | May 29 | 4.1 |
| Top 10 programs in total viewing for June | |||
|---|---|---|---|
| Program | Date | Rating | |
| 1. Lost season finale | May 29 | 18.2 | |
| 2. U.S. Open Golf | June 15 | 10.1 | |
| 3. So You Think You Can Dance (Fox) | June 11 | 9.8 | |
| 4. So You Think You Can Dance | June 18 | 9.7 | |
| 5. So You Think You Can Dance | June 5 | 9.3 | |
| 6. So You Think You Can Dance | June 4 | 8.9 | |
| 7. So You Think You Can Dance | May 29 | 8.9 | |
| 8. So You Think You Can Dance | June 25 | 8.8 | |
| 9. So You Think You Can Dance | June 12 | 8.6 | |
| 10. So You Think You Can Dance | June 19 | 8.3 | |
| Top 10 programs in timeshifted viewing for June | |||
|---|---|---|---|
| Program | Date | Rating | |
| 1. Lost season finale | May 29 | 12.8 | |
| 2. So You Think You Can Dance | June 11 | 6.3 | |
| 3. So You Think You Can Dance | June 18 | 6.1 | |
| 4. So You Think You Can Dance | June 5 | 6.1 | |
| 5. So You Think You Can Dance | June 25 | 5.7 | |
| 6. So You Think You Can Dance | May 28 | 5.5 | |
| 7. So You Think You Can Dance | June 12 | 5.4 | |
| 8. So You Think You Can Dance | June 4 | 5.3 | |
| 9. So You Think You Can Dance | May 29 | 5.2 | |
| 10. Hell’s Kitchen (Fox) | June 3 | 5.2 | |
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 51 nationally distributed, ad supported networks (up from 15), and covers all programming and commercials aired from 5:00am - 11:30pm (up from Daytime and Primetime only), providing subscribers with an even greater sample of audience behavioral data. TiVo's Power||Watch(TM) ratings service provides advertisers access to second-by-second program and commercial ratings data, with demographic segmentations, for 20,000 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.Subscribers to TiVo's Stop||Watch(TM) ratings service and Power||Watch(TM) ratings service include: Omnicom Media Group, NBC Universal, CBS Corporation, The Interpublic Group, Starcom, Carat USA, MPMA, Crispin Porter + Bogusky, Media IQ and Euro RSCG New York. TiVo Stop||Watch(TM) ratings service data is derived from a daily, aggregate, anonymous, stratified random sample of 20,000 TiVo units -- 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, 2-7 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.
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