TiVo 2009 Annual Report Download - page 63
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Table of Contents
Sales and marketing expenses.
Twelve Months Ended January 31,
2010 2009 2008
(In thousands, except percentages)
Sales and marketing expenses $ 23,270 $ 24,944 $ 23,987
Change from same prior year period -7% 4% 7%
Percentage of net revenues 10% 10% 9%
Sales and marketing expenses consist primarily of employee salaries and related expenses. The decrease for the fiscal year ended January 31, 2010, as
compared to the same prior year period was largely related to our continued focus on efficiently managing our sales and marketing expenses given the
continued decline in our TiVo-Owned subscription base. The decrease in sales and marketing expenses of $1.7 million was primarily related to lower salaries
and wages expenses of $756,000, temporary and consulting employee expenses of $589,000 and reductions in public relations expenses of $733,000. For
fiscal year 2011, we anticipate increased sales and marketing expenses as we increase our sales channel support as we transition to selling our new TiVo
Premiere boxes.
Sales and marketing, subscription acquisition costs.
Twelve Months Ended January 31,
2010 2009 2008
(In thousands, except percentages)
Sales and marketing, subscription acquisition costs $ 5,048 $ 6,038 $ 31,050
Change from same prior year period -16% -81% 50%
Percentage of net revenues 2% 2% 11%
Sales and marketing, subscription acquisition costs include advertising expenses and promotional expenses directly related to our efforts to acquire new
TiVo-Owned subscriptions to the TiVo service. The decrease for the fiscal year ended January 31, 2010, as compared to the same prior year period was
largely related to reductions in offline advertising spending of $401,000 and a reduction of online marketing expenses of $466,000 as we continued to manage
and lower our subscription acquisition spending.
The decrease from the fiscal year ended January 31, 2008 to January 31, 2009 in sales and marketing, subscription acquisition costs, is primarily due to
our focus on reducing subscription acquisition costs and significantly reduced advertising spending, specifically in the television media.
During the first quarter of fiscal year ending January 31, 2011, we have launched our next generation TiVo Premiere and TiVo Premiere XL boxes. We
anticipate near-term increases in our sales and marketing subscription acquisition costs related to the launch of TiVo Premiere and Premiere XL in the retail
channel.
General and administrative expenses.
Twelve Months Ended January 31,
2010 2009 2008
(In thousands, except percentages)
General and administrative $ 44,801 $ 42,931 $ 42,954
Change from same prior year period 4% 0% -6%
Percentage of net revenues 19% 17% 16%
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