In this paper, an estimation methodology for stand-by energy savings of electric appliances is proposed and some case studies are carried out for televisions. The methodology is based on learning curves and diffusion models, which are able to explain the market characteristics such as market prices and the diffusion speed. Some models were developed to estimate power and energy savings for high-efficient appliances and these model have been used broadly. These models are also applied to this study and modified to estimate stand-by energy savings.