May 10, 2010 (FinancialWire) — Rovi Corp. (NASDAQ: ROVI) said it has formulated a new set-top-box measurement methodology to assess the effectiveness of advertising campaigns on interactive television guides.

The methodology provides insights into live broadcasting, time-shifting and video-on-demand viewing habits from thousands of STBs. It provides Rovi with enhanced insight into viewer behavior and the performance of advertising campaigns on the guide. In addition, Rovi has signed agreements with more than 23 cable operators in order to grow its sample size to tens of thousands more STBs over the next 18 months.

Rovi's advertising capabilities encompass multiple formats including banner ads and dynamic portals with a variety of content choices. Advertisers can use the guide as an entry point to interactive content portals where viewers can easily tune-in to TV programming, access video, get more information and learn about products and services. With the additional STB data, Rovi can offer advertisers in-depth post campaign analysis on how viewers use the guide throughout their TV viewing experience.

Rovi's new STB measuring methodology on a sample of deployed Rovi guides in STBs produced the following results from the period between January to March 2010:

 * 78% of STBs with a guide are used to access the guide on a weekly basis.

 * STB guide users visited the guide an average of eight times a day.

 * STB guide users spend an average of 10 minutes in the guide daily.

 * About one third of TV viewing time was a result of choices made from the guide.

Rovi's primary focus is on delivering solutions that enable consumers to intuitively connect to new entertainment from many sources and locations. The company also provides extensive entertainment discovery solutions for television, movies, music and photos to its customers in the consumer electronics, cable and satellite, entertainment and online distribution markets.

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