Starcom Signs Up for TiVo Subscription Research Service

ALVISO/CHICAGO, January 29: Media planning and buying
company Starcom USA has become the first media agency to purchase a
subscription to TiVo Stop||Watch, a second-by-second program and commercial
ratings research service designed to better understand time-shifted viewing.

TiVo's new Stop||Watch service includes monthly reports of
program and commercial viewership data by network, daypart, genre and pod
position. The agency will use the data to analyze how fast-forwarding behavior
affects commercial ratings and viewer engagement.

"With the industry's first look at such granular
ratings data that accounts for time-shifting and fast-forwarding, Starcom
intends to provide its clients with a competitive edge and viewer insights that
will put them ahead of the pack," said Tracey Scheppach, Starcom USA’s VP
and video innovation director. "Starcom is leading the way for the
industry's shift towards a second-by-second negotiation marketplace, and the
TiVo Stop||Watch ratings service is a very valuable tool in helping us map the
terrain of that marketplace. It
basically helps us activate media plans that cater to and better captivate
today's consumers in control."

"TiVo Stop||Watch provides the world with an exclusive
look at key TV watchers today, and most TV watchers of tomorrow, providing
telling snapshots of their preferences and TV-watching behaviors," added
Todd Juenger, the VP and general manager of TiVo Audience Research &
Measurement. "TiVo continues to take innovative steps to help advertisers
analyze and measure the effectiveness of their campaigns by providing unrivaled,
second-by-second viewer data. While we will continue to offer our full line of
customized research products, we recognize a clear need for a broader,
syndicated monitoring service. Enter TiVo Stop||Watch. As this research asset
continues to advance and evolve, we're confident it will provide marketers and
agencies with a clearer picture of their place and their potential in the
living rooms of TV viewers who have now taken control of their television
schedule."