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Talking and Trading Baby Blows Away Star-Studded Super Bowl Competition, According to TiVo

Memorable Game on the Field Gives Advertisers a Chance to Make an Impression During an Upset For the Ages

Company Release - 2/4/2008 8:41 AM ET

ALVISO, Calif., Feb. 4 /PRNewswire-FirstCall/ -- TiVo Inc. (Nasdaq: TIVO), the creator and leader of advertising solutions and television services for digital video recorders (DVRs), announced this year's top Super Bowl commercial moments. This information was prepared using aggregated, anonymous, second-by-second audience measurement data about how TiVo subscribers watched the game.

Commercials featuring slapstick humor and celebrity appearances dominate the list, with stars like Justin Timberlake, Shaquille O'Neal, and Carmen Electra claiming a spot on the list. Yet, for all the star power they generated, the E-Trade talking baby may have upstaged them all, taking the coveted top spot thanks to a humorous look at using E-Trade.

Doritos followed up on the success of their user-generated spots introduced last year, claiming the number three spot with an entertaining ad titled 'Mouse Trap.' Perennial list favorite Bud Light netted one spot in the top ten, a drop from the past several years in which they had three commercials on the list. Occupying the vacancy include two spots featuring fitness water drinks -- Vitamin Water's 'Horse Race' spot and Life Water's 'Thriller.'

"TiVo makes it simple for consumers to control which commercials they want to watch again, using their remotes to prove once more that the most popular ads are the ones that get people laughing," said Todd Juenger, Vice President & General Manager, TiVo Audience Research and Measurement. "Last night's game was a dream come true for advertisers, with the close score keeping fans glued to the television set even more than normal. And thanks to our detailed insight into what moments actually hit home for viewers, we can confirm that the advertising spots held the audience's attention as much as the action on the field."

    TiVo Highlights:
    The top ten rated commercials of this year's game were:

    1.  E-Trade: "Baby" (spitting up)
    2.  Pepsi Co: "Justin Timberlake"
    3.  Doritos: "Mouse Trap" (user-generated)
    4.  Coca-Cola: "James Carville and Bill Frist"
    5.  Ice Breakers: "Carmen Electra"
    6.  Bridgestone: "Headlights"
    7.  Bud Light: "Cavemen"
    8.  Vitamin Water: "Horse Race"
    9. Plan B: "Witch Doctor"
    10. Life Water: "Thriller"

TiVo's audience measurement analysis is based on aggregated data from a sample of approximately 10,000 anonymous households with the Emmy-award winning TiVo(R) service. TiVo viewership information gauges the interest in programming content by measuring the percentage of the TiVo audience watching in "play" speed.

For more information from TiVo on Super Bowl viewership, please visit

About TiVo Inc

Founded in 1997, TiVo (Nasdaq: TIVO) pioneered a brand new category of products with the development of the first commercially available digital video recorder (DVR). Sold through leading consumer electronic retailers, TiVo has developed a brand which resonates boldly with consumers as providing a superior television experience. Through agreements with leading satellite and cable providers, TiVo also integrates its full set of DVR service features into the set-top boxes of mass distributors. TiVo's DVR functionality and ease of use, with such features as Season Pass(TM) recordings and WishList(R) searches and TiVo KidZone, have elevated its popularity among consumers and have created a whole new way for viewers to watch television. With a continued investment in its patented technologies, TiVo is revolutionizing the way consumers watch and access home entertainment. Rapidly becoming the focal point of the digital living room, TiVo's DVR is at the center of experiencing new forms of content on the TV, such as broadband delivered video, music and photos. With innovative features, such as TiVoToGo(TM) transfers and online scheduling, TiVo is expanding the notion of consumers experiencing "TiVo, TV your way.(R)" The TiVo(R) service is also at the forefront of providing innovative marketing solutions for the television industry, including a unique platform for advertisers and audience measurement research.

TiVo, 'TiVo, TV your way.' Season Pass, WishList, and the TiVo logo are trademarks or registered trademarks of TiVo Inc. and its subsidiaries worldwide. (C) 2008 TiVo Inc. All rights reserved.


Contact: Andrew Pray, +1-415-348-2732,, or Krista Wierzbicki, +1-408-519-9438,, both of TiVo Inc.