Advertising Age is reporting on the C+3 commercial viewer ratings for the week of 9/24-9/30 - the first week of the new season where results have been made available. While the overall average drop was only 3% from shows to commercials (a smaller difference than I would have thought), Live+3 show ratings on average were about 16% higher than the C+3 commercial ratings among adults 18-49.
Broadcast Commercial Live+3 Ranking for Sept. 24-Sept. 30:
|Program||Network||Persons 2+ Live+3 Commercial (000)||P2+ Live Program (000)||Difference|
|7) Without a Trace||CBS||16,230||16,302||-0.44%|
|15) Bionic Woman||NBC||12,883||13,032||-1.14%|
|16) Cold Case||CBS||12,860||13,186||-2.47%|
|19) Brothers and Sisters||ABC||12,156||12,135||0.17%|
Data via: TV Week
We don't have Live+3 show viwership to do exact apples to apples comparisons, but this table leads me to leap to the following conclusion: almost all people viewing the top shows on their DVR within 3 days are fast forwarding through all of the commercials. That's hardly a surprise but still not good news. I think Preston Beckman of Fox had it right when he said “Nothing is going to change that will radically shift a network’s perceptions of a show.”
Cane (#21 in the table) is possibly an exception to this. I imagine its producers are most pleased.
TV Ratings Data: ©2007 Nielsen Media Research, Inc. All Rights Reserved.