Scorecard Answers the Question of "What Ads Were Least and Most Fast-Forwarded"; Results Underscore the Need for Brands to Embrace Granular TV Viewing Data Beyond Industry Currency to Improve Ad Effectiveness, Reduce Wasteful Spending; Winning Brands Include Kmart, Verizon Wireless, LG Television, and Olympus Pen
Jan 08, 2013 (Marketwire via COMTEX) --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.
AT&T Wireless vs. Sprint vs. T-Mobile vs. Verizon Wireless [For the fourth year running the winner is... Verizon Wireless]
- Verizon dominated the category this year, scoring the lowest fast-forward rates overall, on Cable, and in Primetime.
- With almost one quarter of its Broadcast spots airing on NBC, Verizon Wireless had the lowest fast-forward rate when compared to the other wireless carriers.
- Verizon Wireless scored at least a 25% advantage over AT&T, Sprint and T-Mobile with its fast-forward rate in the coveted first pod position.
Handheld Video Game Consoles
Nintendo 3DS vs. Sony PlayStation Vita [The winner, for the third year in a row, is... Nintendo 3DS]
- Nintendo 3DS delivered a fast-forward rate in Daytime that was only one-third the rate experienced by Sony PlayStation Vita.
- While Sony aired significantly more spots in the first pod position, Nintendo 3DS scored a much lower fast-forward rate.
- Both brands allocated a large percentage of their Cable spots to Comedy Central, but Nintendo 3DS received a significantly lower fast-forward rate.
Amazon Kindle Fire vs. Apple iPad vs. Google Nexus 7 & 10 vs. Microsoft Surface vs. Barnes & Noble NOOK vs. Samsung Galaxy [The winner is... NOOK]
- While the Apple iPad aired 20% of its spots in the first pod position and NOOK only 10%, NOOK scored a superior fast-forward rate in the first pod compared to all the other tablets.
- All six tablet brands allocated a significant amount of spots to the USA Network and Comedy Central, but it was NOOK who delivered the lowest fast-forward rate on both networks.
Canon EOS vs. GoPro Hero vs. Nikon D vs. Olympus Pen [The winner is... Olympus Pen]
- Despite Ashton Kutcher's best effort for Nikon D, the Olympus Pen had less overall fast-forwarding than the other digital camera advertisers.
- Even though the Olympus Pen had fewer spots in the first pod position than the other brands, it delivered significantly less fast-forwarding.
- The Olympus Pen spot "Amazing Image Quality" scored less fast-forwarding than the primary spots of the other digital camera advertisers.
Nintendo Wii U vs. Microsoft Kinect vs. Xbox 360 [The winner is... Xbox 360]
- Xbox 360 garnered a lower overall fast-forward rate than Microsoft Kinect and Nintendo Wii U.
- All three game systems managed to get only 10% of their spots in the coveted first pod position, but Xbox 360 came out on top when it came to fast-forward rate.
- Xbox 360, Microsoft Kinect and Nintendo Wii U all aired significant schedules on ABC Family, but it was Xbox 360 that delivered the lowest fast-forward rate.
Video Game Systems for Children
LeapFrog Leapster GS vs. VTech Inno Tab [The winner in this new category is... VTech Inno Tab]
- Both VTech and LeapFrog aired approximately one-third of their spots in Daytime where VTech scored a significantly lower fast-forward rate.
- VTech also delivered the lower fast-forward rate in the first pod position.
- The Food Network garnered a significant share of the spot allocation for VTech and LeapFrog, and it was VTech that experienced less fast-forwarding.
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, Scripps Networks, Oscar Mayer and Starcom MediaVest Group. More information at: www.traglobal.com.