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 advertising competition.
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 campaigns."
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 Merchants: Wal-Mart, Target, Kmart, Sears [For the first time in four years Kmart wins in 2012's tightest race]
•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 retailers.
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 Panasonic's. •LG's fast-forward rate was also significantly lower than Panasonic and Samsung in the toughest pod position, the middle slot.
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