Ad messages not ‘Lost’ on Tivo subscribers

TiVo, creator of the machine of the gods, has unveiled its top commercial and program rankings for June for both total and timeshifted viewing. (Tivo follows the industry standard for broadcast periods. So in this case it was May 26 to June 29.)

Lost_2It seems if you’re an advertiser — particularly a studio hyping your upcoming pic — you ought to be lining up to place your spot on ABC’s “Lost” (pictured, right).

NBC’s coverage of the U.S. Open golf tourney, which Tiger Woods (pictured below) won in dramatic fashion, was no slouch either, taking three of the top 10 slots for commercials in total viewing. (Apparently many of those viewers were feeling Woods’ pain, as they stayed tuned in through the Aleve ads.) Unfortunately, with Woods recovering from knee surgery, it’ll be next year sometime before there’s another golf tournament where advertisers could reap these kinds of results.

Xwoods1c_2It’s when the company measured only those ads for timeshifted (delayed) viewing, that “Lost” really dominated. Of course, delayed viewing for major sporting events such as the U.S. Open is much more rare. Rabid fans like to watch sports as they happen, trust me.

“What is particularly impressive is that every commercial in the top 10 for timeshifted viewing aired during the ‘Lost’ season finale — in fact, the top 86 commercials for timeshifted viewing aired during ‘Lost’ (episodes during this period),” said Todd Juenger, VP-g.m. of TiVo audience research and measurement. “The top 5 spots in timeshifted viewing were all for movies.”

Fans of Fox’s “So You Think You Can Dance” really busted a move as well. The reality competition for hoofers landed in slots 3-10 for total viewing and 2-9 for timeshifted viewing in the program rankings.

Other notes of interest:

  • Coppertone made the list of least forwarded brands at No. 7, a sure sign of summer.
  • The American Petroleum Institute and CITGO Petroleum both made the list — more evidence that the price of gas is top of mind.
  • Meineke made the list for the third consecutive month.
  • Research data for June also revealed that viewers fast-forwarded through network promos at high rates. Tivo surmises that one reason might be that network promos are perceived by some viewers as program content not paid advertising.

Check out the charts on the next page. And if you’re a real numbers nerd and need to know how Tivo arrives at these numbers, read the small print at the bottom of the post. Just don’t ask me to explain it.

— Kathy Lyford

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