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TiVo Identifies Most-Watched Electronics TV Ads
TiVo's third annual "Battle of the Consumer Electronics Brands at CES" finds Walmart beat Best Buy for the most-watched TV commercials among CE retailers.
TiVo reported the winners of its third annual Battle of the Consumer Electronics Brands at CES.
For the first time ever, Walmart unseated Best Buy for the top spot among retailers.
Walmart had the lowest fast-forward rate compared to all the other retailers with ads running on broadcast and cable. Walmart scored the lowest fast-forward rate on ABC, where it allocated 20 percent of its broadcast schedule.
Walmart's "Man carries big check" spot scored a significantly lower fast-forward rate than the top spots aired by Target, Kmart and Best Buy.
In the HDTV category, LG defeated Panasonic, Samsung and Toshiba for the third year in a row. LG delivered the lowest fast-forward rate when compared to Panasonic, Samsung and Toshiba. LG's primetime fast-forward rate was 16 percent less than Samsung's, 21 percent less than Toshiba's and 31 percent less than Panasonic's.
While Panasonic aired a greater percent of its spots in the first pod position, it was LG that delivered the lowest fast-forward rate. LG's fast-forward rate was also significantly lower than Panasonic, Samsung and Toshiba in the toughest pod position, the middle slot.
Other winners in the TiVo awards were Microsoft Kinect for gaming, Nikon COOLPIX for digital cameras, Nintendo DS for handheld gaming devices and Verizon Wireless for wireless phone service.
TiVo used its Stop||Watch ratings service to evaluate the national TV ads.
For the first time ever, Walmart unseated Best Buy for the top spot among retailers.
Walmart had the lowest fast-forward rate compared to all the other retailers with ads running on broadcast and cable. Walmart scored the lowest fast-forward rate on ABC, where it allocated 20 percent of its broadcast schedule.
Walmart's "Man carries big check" spot scored a significantly lower fast-forward rate than the top spots aired by Target, Kmart and Best Buy.
In the HDTV category, LG defeated Panasonic, Samsung and Toshiba for the third year in a row. LG delivered the lowest fast-forward rate when compared to Panasonic, Samsung and Toshiba. LG's primetime fast-forward rate was 16 percent less than Samsung's, 21 percent less than Toshiba's and 31 percent less than Panasonic's.
While Panasonic aired a greater percent of its spots in the first pod position, it was LG that delivered the lowest fast-forward rate. LG's fast-forward rate was also significantly lower than Panasonic, Samsung and Toshiba in the toughest pod position, the middle slot.
Other winners in the TiVo awards were Microsoft Kinect for gaming, Nikon COOLPIX for digital cameras, Nintendo DS for handheld gaming devices and Verizon Wireless for wireless phone service.
TiVo used its Stop||Watch ratings service to evaluate the national TV ads.
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About the Author
Jason Knott, Editor, CE Pro
Jason has covered low-voltage electronics as an editor since 1990. He joined EH Publishing in 2000, and before that served as publisher and editor of Security Sales, a leading magazine for the security industry. He served as chairman of the Security Industry Association’s Education Committee from 2000-2004 and sat on the board of that association from 1998-2002. He is also a former board member of the Alarm Industry Research and Educational Foundation. He is currently a member of the CEDIA Education Action Team for Electronic Systems Business. Jason graduated from the University of Southern California.
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