TiVo Research & Analytics today released the first-ever "TiVo State of TV Report," revealing startling changes to the ever-evolving TV and entertainment industries. The report details key insights into viewing habits, advertising and commercial retention rates, as well as top streamed and time-shifted programs.
TiVo Research & Analytics analyzed viewing data from multiple datasets — a daily anonymous sample of 350,000 TiVo households, a sample of ~30,000 TiVo households that use TiVo streaming technologies, as well as a sample of 1.5 million TiVo and non-TiVo households matched to supermarket store purchase data — collected from July to September of this year. In an era of video-on-demand, streaming services and ultra HD, the results illustrate a proliferation of time-shifted viewing and binge watching.
Most watch drama and science fiction time-shifted and sports programming live.
TiVo Research & Analytics found that drama and science fiction genres deliver the highest percentage of time-shifted viewing on primetime cable and broadcast. Seventy-nine percent of sporting-event viewing happens in real time and, surprisingly, 71 percent of primetime animation viewing occurs in real-time, whereas 71 percent of drama programming is recorded and viewed at a later time. ESPN and ESPN2 both rank in the top five least time-shifted networks during this summer and fall.
Shorter attention spans prefer shorter commercials.
When it comes to recorded television, TiVo Research & Analytics found that advertisers saw a higher commercial retention rate for 15-second spots running in primetime when compared to 30-second ads. In turn advertisers in Q3 of 2014 have increased the number of 15s in primetime to 43.3 percent, an increase of 6 percent from last year.
Broadcast's overall time-shifted commercial retention, measured on a second-by-second basis, averaged 45 percent, while cable delivered a 52 percent retention rate.
TNT is sizzling!
TNT network took the crown as the most time-shifted network in prime among the top cable networks, followed by Lifetime, Bravo, Syfy, and USA. TNT's ranking is a testament to their extensive slate of first run summer crime dramas including Rizzoli & Isles, Legends and Major Crimes. Crime dramas ranked third in the primetime genre ranker with 59 percent of crime dramas watched on a time-shifted basis.
Scorpion King
CBS's Scorpion ranked as the hottest new program on the TiVo Commitment Chart, which tracks the volume of Season Passes set for new programming. Other new fall series that rank well are ABC's How to Get Away with Murder, FOX's Gotham and CBS's Madam Secretary and NCIS: New Orleans. Not coincidentally, all five have received full season orders from their respective networks.
Put down the remote!
On average, TiVo subscribers pause their favorite shows 8.03 times, hit rewind 7.83 times and
press the fast-forward button 25.11 times in one day.
Additional Fun Facts:
► The Big Bang Theory anchors the number one spot as the show with the most Season Pass recordings while Big Brotherwas the primetime show that was most frequently streamed during 3Q 2014.
► NFL Football was the top non-primetime streamed program, followed by MLB Baseball and The Daily Show with Jon Stewart.
"TiVo has been compiling quarterly reports including extensive data and insights about TV viewership for years. We're thrilled to begin sharing the fruits of those labors with others so they can better understand the evolving media landscape," said Jonathan Steuer, TiVo's Chief Research Officer.
As television viewers continue to embrace the benefits of next-generation television services, the viewing landscape will continue to change. And TiVo Research & Analytics will be right there to report all the latest trends. Expect our 4th Quarter 2014 State of TV Report at the end of February.
To receive the full TiVo State of TV report, send an email request to info@tivoresearch.com.
Methodology
The viewing analysis is based on data from July-September 2014, collected from an anonymous daily sample of 350k active TiVo® DVRs. The streaming analysis is based on anonymous viewing data from the third quarter of 2014, collected from an anonymous sample of ~25,000 households with the Emmy-award winning TiVo service and streaming services enabled (via TiVo Roamio DVRs or TiVo Premiere DVRs with TiVo Stream), using the TiVo iOS app to stream and download live and recorded TV content both in- and out-of-home.
About TiVo Research and Analytics, Inc.
TiVo Research and Analytics, Inc., a wholly-owned subsidiary of TiVo Inc. (NASDAQ: TIVO), 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. TiVo Research's web-based Media TRAnalytics® and TV Health Ratings platforms matched the TV advertising households actually receive with the products the same households actually buy, enabling clients to find "The Right Audience®" while providing an unmatched level of transparency, measurement, media planning/selling and improved ROI. TiVo Research clients include Procter and Gamble, CBS, A&E Television Networks, ION Media, Oscar Mayer, Sunovian and Starcom MediaVest Group. More information at: www.tivoresearch.com.
About TiVo
TiVo Inc. (NASDAQ: TIVO) is a global leader in next-generation television services. TiVo's innovative cloud-based Software-as-a-Service solutions enable viewers to consume content across all screens in and out-of-the home, providing an all-in-one approach for navigating the 'content chaos' by seamlessly combining live, recorded, on-demand and over-the-top television into one intuitive user interface. The TiVo experience provides TV viewers with simple universal search, discovery, viewing and recording from any device, creating the ultimate viewing experience. TiVo products and services are available at retail or through a growing number of pay-TV operators world-wide. TiVo's multiple subsidiary companies provide the broader television industry and consumer electronics manufacturers, cloud-based video discovery and recommendation options, interactive advertising solutions and audience research and measurement services. More information at: www.tivo.com.
TiVo, the TiVo logo, WishList, Season Pass, Roamio, Media TRAnalytics and The Right Audience are trademarks or registered trademarks of TiVo Inc. or its subsidiaries. All other trademarks are the property of their respective owners.
