TiVo Custom Segmentation Viewership and Brand Analysis

2TiVo Inc. Confidential

TiVo’s StopIIWatch™ & PowerIIWatch™Two data sources

Stop||Watch

• 375,000 anonymous stratified daily sample

• Reporting of Networks not measured anywhere else

• National footprint

• Collected from DVRs connected to antenna, cable, satellite

Power||Watch

• 35,000+ opted-in subs with household information data

• Subscribers are surveyed once a month for attitudinal factors

• True Targets that allow you to combine your segmentation with viewership data

3TiVo Inc. Confidential

Power||Watch True Targets- Segmentation

1. Brand provides TiVo with screening criteria and segmentation algorithm or utilizes one of TiVo’s syndicated segments

2. TiVo's proprietary Power||Watch™ panel is filtered and panelists are assigned to specific segments.

3. TiVo retrieves streaming viewership data and assigns specifically to each panelist/segment

4. TiVo’s Power||Watch household viewership during x – y broadcast months be tied to the households’ specified segment allowing for analysis of aggregated viewing habits at the segment level.

Your Segmentation Stream Data True Targets Insight

444TiVo Inc. Confidential

Custom Targeted TiVo Viewership Study

The TiVo Power||Watch panel was grouped and mapped to Company provided segments to provide behaviorally measured media viewership details and determine whether viewing patterns differed across 10 CUSTOM segments.

Primary Request from Company’s Brand Marketing/Media Teams- Viewership/Planning Analysis

• What do the households in these segments watch?• % of Timeshifting?• Key Dayparts• Value of Broadcast vs. Cable• Key Networks & Programs to target

(Ratings are based on June 2010 – Aug 2010 broadcast months)

555TiVo Inc. Confidential

What Networks are the Segments Viewing? Top quadrant cable networks (over 15% reach and over 100

index in rank order) – PrimeSegment 1 Segment 2 Segment 5

Segment 4

Segment 3 Segment 10Segment 8Segment 6 Segment 9

COMEDY

TBS

FOOD

DSC

TLC

E

MTV

ABCF

HISTORY

BRAVO

AETV

TRAV

ESPN

SPIKETV

VH1

APL

USA

TNT

SYFY

FX

LIFE

AMC

AETV

HGTV

ABCF

TVLAND

NIK

TOON

APL

BBCA

NGC

MSNBC

SCIENCE

CNN

TNT

USA

AMC

FNC

FX

HGTV

SCIENCE

CNN

CNBC

VERSUS

MSNBC

ESPN2

TNT

USA

FOOD

AMC

HGTV

LIFE

BRAVO

AETV

SYFY

FX

TVLAND

TRAV

MSNBC

SCIENCE

CNBC

ESPN2

FOOD

AMC

BRAVO

COMEDY

HGTV

LIFE

SYFY

BBCA

MSNBC

TRAV

CNN

TNT

USA

SYFY

COMEDY

HISTORY

AETV

AMC

TBS

FX

LIFE

E

ESPN

TVLAND

BBCA

NGC

SCIENCE

SPIKETV

MSNBC

ESPN2

CNN

TLC

FOOD

ABCF

DSC

LIFE

TBS

TVLAND

MTV

NIK

E

TRAV

VH1

USA

FOOD

TNT

SYFY

HISTORY

COMEDY

DSC

BRAVO

AETV

FX

TBS

TLC

HGTV

LIFE

AMC

BBCA

TRAV

TVLAND

SCIENCE

NGC

CNBC

VH1

USA

TNT

FOOD

COMEDY

BRAVO

DSC

SYFY

LIFE

HGTV

ABCF

TLC

TBS

FX

AMC

E

TVLAND

MTV

BBCA

SCIENCE

VH1

Segment 7

USA

DSC

FX

HISTORY

COMEDY

SYFY

TBS

TLC

AETV

HGTV

ESPN

TOON

NIK

TRAV

MTV

APL

NGC

(Ratings are based on June 2010 – Aug 2010 broadcast months)

666TiVo Inc. Confidential

What Programs are the Segments Viewing?

Top 5 Prime Broadcast Programs in Rank Order

Segment 1 Segment 2 Segment 5Segment 4Segment 3 Segment 10Segment 8Segment 6 Segment 9Segment 7

GLEE

SO YOU THINK

THE OFFICE

LAST COMIC STANDING

WIPEOUT

AMERICA'S GOT TALENT

DATELINE NBC

WIPEOUT

60 MINUTES

LAW & ORDER: SVU

GLEE

SO YOU THINK

LAST COMIC STANDING

AMERICA'S GOT TALENT

DATELINE NBC

60 MINUTES

LIE TO ME

SO YOU THINK

60 MINUTES

AMERICA'S GOT TALENT

ROOKIE BLUE

CSI: MIAMI

DATELINE NBC

AMERICA'S GOT TALENT

LIE TO ME

GLEE

HELL'S KITCHEN

ROOKIE BLUE

AMERICA'S GOT TALENT

WIPEOUT

GLEE

LAST COMIC STANDING

LIE TO ME

AMERICA'S GOT TALENT

GLEE

WIPEOUT

DATELINE NBC

BIG BROTHER

GLEE

SO YOU THINK

THE BIG BANG

THEORY

LIE TO ME

BIG BROTHER

60 MINUTES

DATELINE NBC

BIG BROTHER

THE BIG BANG

THEORY

LIE TO ME

(Ratings are based on June 2010 – Aug 2010 broadcast months)

777TiVo Inc. Confidential

What Programs are they viewing?

Top 5 Prime Cable Programs in Rank Order

Segment 1 Segment 2 Segment 5Segment 4Segment 3 Segment 10Segment 8Segment 6 Segment 9Segment 7

FUTURAMA

TOSH.0

FAMILY GUY

MYTHBUSTERS

SOUTH PARK

BURN NOTICE

ROYAL PAINS

RIZZOLI & ISLES

THE CLOSER

HOT IN CLEVELAND

TOP CHEF

MAD MEN

PROJECT RUNWAY

HOUSE HUNTERS

FUTURAMA

THE CLOSER

RIZZOLI & ISLES

ROYAL PAINS

BURN NOTICE

COVERT AFFAIRS

THE CLOSER

RIZZOLI & ISLES

MEMPHIS BEAT

BURN NOTICE

ROYAL PAINS

BURN NOTICE

ROYAL PAINS

EUREKA

RIZZOLI & ISLES

WAREHOUSE 13

ROYAL PAINS

BURN NOTICE

COVERT AFFAIRS

HOUSE HUNTERS

PAWN STARS

DINERS, DRIVE-INS

ROYAL PAINS

HOT IN CLEVELAND

FOOD NETWORK

STAR

ACE OF CAKES

ROYAL PAINS

FUTURAMA

HOUSE HUNTERS

BURN NOTICE

TOP CHEF

BURN NOTICE

WAREHOUSE 13

EUREKA

ROYAL PAINS

RIZZOLI & ISLES

(Ratings are based on June 2010 – Aug 2010 broadcast months)

8

TV Viewing Behavior – 1 of 10 SegmentsResults Summary

37% of all the viewing for this segment is in the Prime daypartTime of the Day

Commercial Loyalty

Time-shifted3

viewership

Top 5 Cable Network4

Top 5 Programs

Prime Broadcast GLEESO YOU THINK

YOU CAN DANCELAST COMIC STANDING

Prime Cable TOP CHEF MAD MENPROJECT RUNWAY

HOUSE HUNTERS FUTURAMA

Non-Prime Broadcast

TODAY SHOWWORLD CUP

SOCCERLATE SHOW W LETTERMAN

LATE SHOW W CRAIG

SATURDAY NIGHT LIVE

Non-Prime CableDAILY SHOW W

STEWARTTHE COLBERT

REPORTGOOD EATS HOUSE HUNTERS TOP CHEF

Media Rating2 1.589 rating on Broadcast viewing, lowest of all 8 segments0.145 rating on Cable viewing , second lowest of all 8 segments

46% of commercials are not watched by this segment

53% of the viewership is Time-shifted and it is the highest compared to all other segments

Program Genre Preference

Prime Broadcast: Reality, Comedy

Prime Cable: Food related, Reality, Drama

Non-Prime Broadcast: Morning and Late Night Talk Show

Non-Prime Cable: Food Related, Comedy, Reality

1. All data are from TiVo, Inc., based on June 2010 – Aug 2010 broadcast months 2. Rating - The percentage of the audience population that was tuned in to a program.3. Time-shifting – The percentage of the audience population that was viewing a program or commercial more than five seconds after the live airing.4. Top quadrant networks with at least 15% reach for prime, 25% for non prime and over 100 index

(Ratings are based on June 2010 – Aug 2010 broadcast months)

Prime FOOD AMC BRAVO COMEDY HGTV

Non-Prime COMEDY FOOD BRAVO HGTV BBCA