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Tivo Super Bowl Data Shows Action On The Field Rivaled Interest In Commercials Between The Snaps For First Time In Years


Ameriquest Spots Land Top Two Slots on TiVo Top 10; Replay Activity Spikes Around Controversial Touchdown, “Gadget Play”

ALVISO, Calif. — February 6, 2006 — Dozens of multi-million dollar commercials got their chance to impress the largest television audience of the year during the Super Bowl, but Ameriquest may have gotten the most bang for its advertising buck as it managed to land both of its spots at the very top of the list of favorite ads, according to an annual analysis of TiVo households.

“Our annual analysis of Super Bowl commercials shows once again that if you want to get the audiences attention during the game, you’ve got to get them laughing,” said Katie Ho, Vice President of Consumer Marketing at TiVo, which has more than 4 million subscribers nationwide. “Literally all of the ads in replayed most often in TiVo households utilized humor to deliver their brand message. And TiVo viewers were able to tickle their funny bones again and again without missing a single second of the action on the field.”

TiVo bases the annual review of viewer reaction to the commercials, action on the field and the halftime entertainment on a more than 10,000 household sample of anonymous information. No personal information is gathered or collected in this review of data.

Every year TiVo has analyzed how viewers utilize the replay and rewind features, it has been the commercials that viewers most often watched again rather than the action on the field. This year may have provided an exception. A controversial touchdown call in the second quarter spurred almost as much replay and rewind activity as the most popular commercials. On average, TiVo households watched more than four times the controversial touchdown by Pittsburgh Steelers Quarterback Ben Roethlisberger and the “Gadget Play” touchdown that clinched the Steelers victory.

In fact, TiVo households found themselves reaching for the remote many times throughout the game, the analysis shows. TiVo households hit replay, pause or rewind buttons on their remote an average of about 100 times during the Super Bowl broadcast, the analysis shows. TiVo households hit the replay button alone about 30 times on average during the game.

While the Ameriquest ads used humorous scenes in a hospital and an airplane to assure viewers the mortgage lender would not “judge too quickly,” TiVo viewers were quick to replay both ads many times over. And Budweiser, a perennial Super Bowl advertiser, landed four spots among the top 10 ads in TiVo households, with its streaking sheep among football playing Clydesdales landing in the third spot.

The list of top 10 most replayed ads in TiVo households included...

1. Ameriquest Friendly Skies
2. Ameriquest That Killed Him
3. Budweiser Streaking Sheep
4. Fed Ex Caveman
5. Michelob Touch Football
6. Bud Light Hidden Bud Lights
7. Sierra Mist Kathy Griffin
8. Bud Light Bear Attack
9. Aleve Leonard Nimoy
10. Bud Light Revolving Wall

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™ recordings and WishList® searches, has elevated its popularity among consumers and has 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™ and online scheduling, TiVo is expanding the notion of consumers experiencing “TiVo, TV your way.” The TiVo® 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. The company is based in Alviso, Calif.

This release contains certain forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. These statements relate to, among other things, TiVo’s business, services, business development, strategy, customers or other factors that may affect future earnings or financial results. Forward-looking statements generally can be identified by the use of forward-looking terminology such as, “believe,” “expect,” “may,” “will,” “intend,” “estimate,” “continue,” or similar expressions or the negative of those terms or expressions. Such statements involve risks and uncertainties, which could cause actual results to vary materially from those expressed in or indicated by the forward-looking statements. Factors that may cause actual results to differ materially include delays in development, competitive service offerings and lack of market acceptance, as well as the “Factors That May Affect Future Operating Results.” More information on potential factors that could affect the Company’s financial results is included from time to time in the Company’s public reports filed with the Securities and Exchange Commission, including the Company’s Annual Report on Form 10-K for the fiscal year ended January 31, 2004, and the Quarterly Reports on Form 10Q for the period(s) ended April 30, 2004, July 31, 2004, October 31, 2004, filed with the Securities and Exchange Commission. We caution you not to place undue reliance on forward-looking statements, which reflect an analysis only and speak only as of the date hereof. TiVo disclaims any obligation to update these forward-looking statements.

TiVo, Season Pass, WishList, TiVo Basic are registered trademarks of TiVo Inc. in the United States and other jurisdictions. All other company or product names mentioned may be trademarks or registered trademarks of the respective companies with which they are associated.


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