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Is It A Good Thing That 90210, Gossip Girl & Dollhouse Get 40+% of Demo Viewing By DVR?

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Written By

April 20th, 2009

Beverly Hills 90210 on the CW Network

For the week of March 30 - April 5, 2009, 4 shows (90210, Terminator: Sarah Connor Chronicles, Gossip Girl and Dollhouse) had more than 40% of their adults 18-49 demo viewing by DVR. And most of that DVR viewing was after the airdate. Is that fact good for the shows or bad?

Since TV advertising is sold/measured based on the average commercial minute watched within 3 days of airdate (also referred to as C3 or C+3 ratings), and the very limited amount of data we have seen suggests that for most shows their Live+SD program rating and their C+3 ratings are very similar, my conclusion is that DVR viewing beyond the Live+SD time period has little advertising value. Since it has little advertising value it contributes very little value to the show. Of course, you'd rather have DVR viewers than no viewers, but on balance I think it's a bad thing for the shows.

That's something to think about as your browse the DVR viewing stats for the week. Remember that the first table below contains adults 18-49 demo program ratings, and the other two contain average viewership data.

To see past weeks DVR viewing lists click here.

Those of you interested in DVR viewing numbers might enjoy:

When Do DVR’d Shows Get Watched? Same Night or After?

Doing My Part To Combat DVR Misinformation.

Largest 18-49 Demo Increase From DVR Viewing for Broadcast TV Shows:


Rank Programs Net 18-49 Live (rating) 18-49 Live+SD (rating) 18-49 Live+7 (rating) Increase From DVR Viewing % of All Viewing By DVR % of DVR Viewing On Airdate
1 90210 CW 0.84 1.06 1.51 80% 44% 33%
2 TERMINATOR: SARAH CONNOR CHRONICLES FOX 1.03 1.30 1.75 70% 41% 38%
3 Gossip Girl CW 0.95 1.25 1.60 68% 41% 46%
4 DOLLHOUSE FOX 1.17 1.46 1.96 68% 40% 37%
5 HEROES NBC 2.42 3.14 3.99 65% 39% 46%
6 LOST ABC 3.30 4.30 5.25 59% 37% 51%
7 HOUSE FOX 3.70 4.78 5.70 54% 35% 54%
8 FRIDAY NIGHT LIGHTS NBC 0.93 1.14 1.41 52% 34% 44%
9 Smallville CW 1.37 1.68 2.06 50% 33% 45%
10 24 FOX 2.99 3.73 4.40 47% 32% 52%
11 BONES FOX 2.21 2.68 3.24 47% 32% 46%
12 AMERICA'S Top Model CW 1.46 1.77 2.13 46% 31% 46%
13 One Tree Hill CW 1.06 1.26 1.54 45% 31% 42%
14 SCRUBS-WED 8PM ABC 1.62 1.93 2.34 44% 31% 43%
15 LIFE NBC 1.32 1.49 1.90 44% 31% 29%
16 CHUCK NBC 1.77 2.13 2.52 42% 30% 48%
17 KINGS NBC 0.88 1.06 1.25 42% 30% 49%
18 SAMANTHA WHO? ABC 1.33 1.57 1.87 41% 29% 44%
19 SURVIVOR: TOCANTINS CBS 2.98 3.62 4.18 40% 29% 53%
20 Big Bang Theory CBS 3.03 3.82 4.20 39% 28% 68%

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The 18-49 Demo Increase From DVR Viewing ranks which of the Top 150 broadcast shows [by Live+7 viewers] had the % of increase in viewing by DVR in their adults 18-49 Live+7 audience numbers from viewers watching shows later on their digital video recorders (DVRs).
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Largest DVR Audiences for Broadcast TV Shows:


Rank Programs Net Persons Live (000s) Persons Live+SD (000s) Persons Live+7 (000s) Same Day DVR Viewers (000s) Total DVR Viewers (000s) % of All Viewing By DVR % of DVR Viewing On Airdate
1 American Idol-TUE FOX 20,826 24,478 26,016 3,652 5,190 19.9% 70.4%
2 American Idol-WED FOX 21,423 24,431 25,652 3,008 4,229 16.5% 71.1%
3 HOUSE FOX 10,424 12,538 14,476 2,114 4,052 28.0% 52.2%
4 LOST ABC 7,854 9,582 11,361 1,728 3,507 30.9% 49.3%
5 24 FOX 9,626 11,306 12,911 1,680 3,285 25.4% 51.1%
6 THE Mentalist CBS 15,636 16,963 18,707 1,327 3,071 16.4% 43.2%
7 HEROES NBC 5,246 6,436 8,121 1,190 2,875 35.4% 41.4%
8 NCIS CBS 16,088 17,230 18,952 1,142 2,864 15.1% 39.9%
9 CSI CBS 13,676 14,601 16,493 925 2,817 17.1% 32.8%
10 SURVIVOR: TOCANTINS CBS 9,809 11,268 12,303 1,459 2,494 20.3% 58.5%
11 Two and a Half Men CBS 13,426 14,560 15,903 1,134 2,477 15.6% 45.8%
12 BONES FOX 8,128 9,291 10,573 1,163 2,445 23.1% 47.6%
13 Big Bang Theory CBS 8,340 9,764 10,613 1,424 2,273 21.4% 62.6%
14 E.R. NBC 15,440 16,407 17,553 967 2,113 12.0% 45.8%
15 How I Met Your Mother CBS 8,089 9,204 10,047 1,115 1,958 19.5% 56.9%
16 Dancing with the Stars ABC 19,157 20,500 21,095 1,343 1,938 9.2% 69.3%
17 CSI: MIAMI CBS 12,886 13,474 14,824 588 1,938 13.1% 30.3%
18 MEDIUM NBC 6,697 7,308 8,598 611 1,901 22.1% 32.1%
19 Biggest Loser NBC 7,720 8,780 9,566 1,060 1,846 19.3% 57.4%
20 HELL'S KITCHEN FOX 6,084 7,045 7,925 961 1,841 23.2% 52.2%

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The Largest DVR Audiences ranks which of the Top 150 broadcast shows [by Live+7 viewers] had the largest number average viewers by DVR in their Live+7 audience numbers from viewers watching shows later on their digital video recorders (DVRs).
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Greatest % Of DVR Viewing for Broadcast TV Shows:


Rank Programs Net Persons Live (000s) Persons Live+SD (000s) Persons Live+7 (000s) Same Day DVR Viewers (000s) Total DVR Viewers (000s) % of All Viewing By DVR % of DVR Viewing On Airdate
1 90210 CW 1,704 2,036 2,723 332 1,019 37.4% 32.6%
2 HEROES NBC 5,246 6,436 8,121 1,190 2,875 35.4% 41.4%
3 DOLLHOUSE FOX 2,865 3,436 4,392 571 1,527 34.8% 37.4%
4 Gossip Girl CW 1,964 2,450 2,996 486 1,032 34.4% 47.1%
5 TERMINATOR: SARAH CONNOR CHRONICLES FOX 2,930 3,492 4,399 562 1,469 33.4% 38.3%
6 One Tree Hill CW 1,999 2,361 2,904 362 905 31.2% 40.0%
7 LOST ABC 7,854 9,582 11,361 1,728 3,507 30.9% 49.3%
8 HOUSE FOX 10,424 12,538 14,476 2,114 4,052 28.0% 52.2%
9 Smallville CW 3,285 3,880 4,554 595 1,269 27.9% 46.9%
10 AMERICA'S Top Model CW 3,428 3,999 4,647 571 1,219 26.2% 46.8%
11 Supernatural CW 2,886 3,283 3,911 397 1,025 26.2% 38.7%
12 24 FOX 9,626 11,306 12,911 1,680 3,285 25.4% 51.1%
13 CHUCK NBC 5,027 5,741 6,658 714 1,631 24.5% 43.8%
14 HELL'S KITCHEN FOX 6,084 7,045 7,925 961 1,841 23.2% 52.2%
15 BONES FOX 8,128 9,291 10,573 1,163 2,445 23.1% 47.6%
16 FRIDAY NIGHT LIGHTS NBC 3,137 3,560 4,046 423 909 22.5% 46.5%
17 MEDIUM NBC 6,697 7,308 8,598 611 1,901 22.1% 32.1%
18 LIFE ON MARS ABC 5,255 5,646 6,708 391 1,453 21.7% 26.9%
19 Big Bang Theory CBS 8,340 9,764 10,613 1,424 2,273 21.4% 62.6%
20 APPRENTICE NBC 6,421 7,198 8,136 777 1,715 21.1% 45.3%

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The % of Total viewing by DVR table ranks which of the Top 150 broadcast shows [by Live+7 viewers] had thelargest % of viewing by DVR in their Live+7 audience numbers from viewers watching shows later on their digital video recorders (DVRs).

Definitions:

DVR (Time-shifted) Viewing – Program ratings for national sources are produced in three streams of data –LiveLive+Same Day (Live+SD) and Live+7 Day. Time shifted figures account for incremental viewing that takes place with DVRs which are currently in approximately 24.4% of all U.S. TV households. Live+Same Day(Live+SD) include viewing during the same broadcast day as the original telecast, with a cut-off of 3:00AM local time when meters transmit daily viewing to Nielsen for processing. Live+7 Day ratings include incremental viewing that takes place during the 7 days following a telecast.

Same Day DVR Viewers - How many people watched the show on their DVRs prior to 3AM the day following the airdate,

DVR Viewers - How many people watched the show on their DVRs within 7 days following the airdate

% of All Viewing By DVR - Of the total viewing of that particular episode, what percentage was done via DVR.

% of DVR Viewing On Airdate - Of the DVR viewing of that particular episode, what percentage was done prior to 3AM the day following the airdate.

Nielsen TV Ratings Data:©2009 The Nielsen Company. All Rights Reserved.

 
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