Today at CES 2015 TiVo Research unveiled two recent studies. The first study, TiVo’s 6th Annual Battle of the Brands, covers the current trends in traditional television advertising. The second study, TiVo’s Tablet and Smartphone Streaming Report, offers insight into the rapidly growing phenomena of streaming entertainment to a tablet or smartphone.
TiVo’s 6th Annual Battle of the Brands pitted various brand leaders in certain product categories against one another based on unique TiVo metrics, including fast-forwarding rates in similar, or different, media environments (i.e., media type, network, daypart); fast-forwarding rates for spots that ran in the first and middle commercial pod positions; and proportion of total spots in the first pod position. In keeping with current trends we included a new category this year, OTT Streaming Service, comparing the 2014 Netflix campaign against its chief rival, Hulu Plus. See the release to find out who came out on top!
TiVo’s Tablet and Smartphone Streaming Report analyzed actual streaming habits based on an analysis of 39,000 TiVo subscribers. Results of the study showed that every month additional TiVo subscribers embraced streaming to their second screen and the propensity of streaming increased as we continued to see growth in total sessions and minutes streamed per month. Almost seven million minutes were streamed in November 2014 alone with subscribers allocating their streaming activity to everything from NFL Football and Jon Stewart’s Daily Show to The Voice and Gotham.
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