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TiVo Uncovers: 'Elementary' Series Premiere Promos Most Effective Among Fall 2012 New Shows

Dec 13 2012 12:00AM



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™ 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 example 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 15.7%-------------------------------------------------------------- 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

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:

Source: Marketwire

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