TIVO HOUSEHOLDS AVERAGED 40 SUPER BOWL 'TRICKPLAYS'

Findings Demonstrate Heavy Use of New TV Consumer-Control Features

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NEW YORK (AdAge.com) -- Households that watched the Super Bowl via TiVo personal video recorder systems on average
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used their special pause, fast forward and rewind controls 40 times during the live broadcast, according to an analysis by TiVo.

These features -- called video "trickplay" -- are what give PVR users news kinds of control over live broadcasts, including the much-feared capability to fast forward through commercials, thereby thwarting marketers' advertising efforts. Trickplay viewing, which provides the consumer with sophisticated control of the broadcast programming, is dramatically different from traditional TV viewing, whereby commercials can only be avoided by either leaving the room or changing the channel.

Feared feature
The trickplay power of PVRs is so feared by traditional marketers and broadcast companies that it is forcing many to experiment with revolutionary new kinds of advertising designed to integrate the selling message into the entertainment content itself, thereby forcing consumers to be exposed to product messages in a manner they can't defeat.

TiVo is only one of a number of companies, including SonicBlue's ReplayTV, that are promoting products that incorporate the new technology.

This was the second year that TiVo monitored and analyzed its viewers' behavior during the Super Bowl, one of the most heavily watched TV events of the year. The huge Super Bowl audience also supports the year's most expensive flurry of advertising, with prices for a 30-second spot during the game averaging $2.1 million this year.

Replayed commercials
TiVo reported that many viewers replayed some commercials as well as some of the action on the field. This aspect of trickplay -- personal instant playback during live broadcasts -- is what appears to make TiVo increasingly interesting to sports fans.

The company said the Super Bowl commercials most heavily watched by TiVo users were:

  1. Reebok's "Office Linebacker Terry Tate"
  2. Anheuser-Busch's "Meeting Mom"
  3. Anheuser-Busch's "Three Arms"
  4. Anheuser-Busch's "Zebra"
  5. Anheuser-Busch's "Upside Down Clown"
  6. Universal Pictures' "Bruce Almighty"
  7. Gatorade's "23 vs. 39"
  8. Pepsi Twist's "Jack & Kelly"
  9. Anheuser-Busch's "Dreadlocks Dog"
  10. Sony Pictures' "Charlie's Angels Full Throttle"

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