RENTRAK REPORTS SECOND-BY-SECOND RESULTS FOR THE SUPER BOWL

— Rentrak's Ad Retention Index Shows Second-By-Second Viewing from 15 Million Television Sets —

For the first time, Rentrak has produced preliminary second-by-second viewing analysis of the Super Bowl broadcast. Using Rentrak's exclusive Ad Retention Index (ARI), it was possible to compare the second-by-second viewership averages for commercials and pods to viewership numbers throughout the entire course of the Super Bowl XLIV broadcast.

Overall, the preliminary findings fare well for advertising retention levels, with a reported ARI of 99.95, meaning only .05% of viewers watched less of the ads, on average, than the game itself. Additional findings showcased in the graph below include:

• Overall, very little channel-changing occurred during the broadcast.
• The game built an audience during the first two quarters.
• Audience numbers fell slightly during halftime.
• The greatest increase of audience numbers occurred during the fourth quarter.
• The broadcast's final ad, for the CBS show "The Mentalist," was its highest scoring.

ARI's for individual Super Bowl XLIV commercials