TiVo’s 5th Annual “Battle of the Brands at CES” Scorecard

Flipping past commercial breaks in order to catch-up on the latest episode of your favorite shows and movies has become the standard in TV viewing, but there are a handful of commercials that are game changers in this sense. Whether that be because of a product we’re looking forward to, because of something we want to learn more about, or something that’s just too funny to pass up (we’re looking at you AT&T).

TiVo Research and Analytics evaluated brands’ commercial ratings and announced the winning and losing brands, based on analysis of national TV ads that ran between January and November 2013, during the 2014 International Consumer Electronics Show (CES) in Las Vegas.

The scorecard was evaluated by measuring the viewer’s propensity to watch, rewind or fast-forward through the brands’ spots during time-shifted viewing. While overall by-brand fast-forwarding rates were the key criterion, several other factors were also considered in assigning winning and losing brands including the following: fast-forwarding rates in similar, or different, media environments (i.e., media type, network, daypart); fast-forwarding rates for spots that ran in the first and middle commercial pod positions; and fast-forwarding rates for different advertising creative executions for a given brand.

So here they are! The highest and lowest rated ads of 2013:

Retail Outlets

Best Buy vs. Mass Merchants:
Walmart, Target, Kmart, Sears—For the third time in five years Best Buy wins

  • Best Buy experienced the lowest overall fast-forwarding compared to the other four major retailers.
  • Best Buy also scored the lowest fast-forward rate in the toughest pod position to get attention, the middle position.
  • In primetime, where Best Buy aired one quarter of its spots, it earned a lower fast-forward rate than any of the four mass merchant retailers.

Vizio vs. Samsung—For the first time in five years the winner is… Samsung

  • With the total spot count down 40% from last year in the Television category, Samsung delivered the lowest fast-forward rate overall when compared to Vizio on the cable networks.
  • With over 15% of its spots in the first pod position, Samsung’s fast-forward rate was 60% lower than Vizio’s in the coveted A (first) position.
  • Vizio scored a 30% lower fast-forward rate than Samsung in the primetime daypart.

AT&T Wireless vs. Sprint vs. T-Mobile vs. Verizon Wireless—
For the first time in five years Verizon Wireless ranks second to AT&T Wireless

  • While Verizon Wireless still scored the lowest overall fast-forward rate, AT&T Wireless came out on top when the broadcast networks alone were evaluated.
  • With more than twice as many spots as any other wireless carrier, AT&T delivered a superior fast-forward rate in primetime.
  • AT&T also came out on top in the very difficult middle pod position.
  • All four wireless carriers aired nearly one quarter of their broadcast spots on ABC, but only AT&T scored the lowest fast-forward rate.

Amazon Kindle vs. Apple iPad vs. Google Nexus vs. Microsoft Surface —
The winner is… Google Nexus

  • Both the Microsoft Surface and the Google Nexus considerably increased their advertising campaigns in 2013, but it was the Google Nexus who came away with the lowest overall fast-forward rate.
  • Google Nexus scored a superior fast-forward rate on the broadcast networks compared to all the other tablets.
  • Google Nexus also delivered the lowest fast-forward rate in both the first and middle pod positions.

Digital Cameras:
Canon EOS vs. GoPro Hero vs. Nikon D—The winner is… GoPro Hero

  • With the entire digital camera category spot count down by more than 50% compared to 2012, GoPro scored the lowest overall fast-forward rate.
  • Despite Ashton Kutcher’s best effort for Nikon D, GoPro’s visually stunning advertising campaign allowed it to garner the lowest fast-forward rate in the first and middle pod positions.
  • GoPro also produced the highest percent of spots in the first pod position.

Game System:
Nintendo Wii U vs. Sony PlayStation 4 vs. Microsoft Xbox One—
The winner for the second year in a row is… Xbox

  • Microsoft Xbox One garnered a lower overall fast-forward rate than Sony PlayStation 4 and Nintendo Wii U.
  • All three game systems aired over 20% of their spots in the primetime daypart, but Xbox One came out on top when it came to fast-forward rate.
  • With an aggressive campaign that included Brian Urlacher and Ray Lewis, Xbox One scored the lowest fast-forward rate in the first pod position compared to any brand featured in TiVo’s 2013 Battle of the Consumer Electronics Brands.

Apple iPhone vs. HTC One vs. LG G2 vs. Motorola Moto X vs. Nokia Lumia vs. Samsung Galaxy
In this year’s tightest race  the winner is… HTC One

  • HTC One delivered the best overall fast-forward rate of any smartphone.
  • While Apple iPhone managed to place over 20% of its spots in the A position, it was HTC One, with only 11% of its spots in the first position, that scored a superior fast-forward rate.
  • Thanks to the imaginative campaign featuring Robert Downey Jr., the HTC One scored the lowest fast-forward rate versus the other smartphones for a specific creative spot.

Your reason may vary, but each year the answer becomes clearer; the more engaging the commercial the less likely we are to hit fast-forward. From the Geico camel to something more aesthetically pleasing like Canon’s new commercial the audience is willing to watch, but for more than just an ad pitch.

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