via press release:
CBS's BIG PREMIERE WEEK GETS EVEN BIGGER
ALL-TIME HIGH LIVE PLUS 7-DAY DVR PLAYBACK INCREASES CBS'S PREMIERE WEEK AVERAGES BY MORE THAN +1.2 MILLION VIEWERS AND BY +0.4 to +0.5 RATINGS POINTS IN KEY DEMOS
15 CBS Programs See Viewership Boosted By More Than
+1 Million Viewers; 13 Programs Gain at Least a Half a Rating Point in
"The" Has the Second Largest Increase in Playback on Television Boosting Its Premiere Night Total by Nearly 3 Million; " " Uncovers More Than 2.2 Million Additional Viewers
"" and "The " Gain a Full Rating Point in Adults 18-49 and " " Adds Another +0.9 Rating Point
With DVR playback reaching an all-time high, up +36% versus premiere week last year and up +64% over 2007, CBS premiere week ratings posted significant lifts in viewers, adults 18-49 and adults 25-54, according to Nielsen live +7 day ratings for the first week of the season.
Among viewers, THEhad the second largest lift among all primetime programs, gaining nearly 3 million additional viewers (+2.95m) and gained more than two million more (+2.22m). Among adults 18-49, and THE notched increases of a full point while scored a +0.9 of a rating point gain.
"With the growth of DVR penetration and usage, we can no longer evaluate the performance of programs simply based on ratings delivered the following day," said David Poltrack," Chief Research Officer, CBS and President, CBS VISION. "Viewers are now watching their favorite programs on their schedules as well as ours. The industry must now switch our collective focus away from the 'partial' overnight audience reports to the full audience reports when they come out some weeks later. That is when we see the true drawing power of the primetime broadcast network programs, which is only being enhanced by this new technology."
With live plus 7-day viewing factored in, CBS's premiere week averages increased by +1.2 million viewers (12.99m from 11.77m), +0.4 in adults 18-49 (3.6/10 from 3.2/09) and +0.5 in adults 25-54 (4.6/11 from 4.1/11) over its live plus same day scores.
Moreover, 15 CBS programs saw lifts of more than one million viewers compared to their live plus same day averages, 13 programs gained at least a half a rating point in adults 18-49 and 16 programs gained at least half a rating point in adults 25-54 compared to live plus same day ratings.
CBS programs with lifts of one million viewers:
- THE (+2.95m)
- CSI: MIAMI (+1.90m)
- : LOS ANGELES (+1.78m)
- THE (+1.52m)
- NUMBERS (+1.51m)
- CSI: NY (+1.40m)
- GHOST WHISPERER (+1.18m)
- SURVIVOR: SAMOA (+1.08m)
- MEDIUM (+1.07m)
CBS programs with lifts of a half a rating point or more in adults 18-49:
- CSI (+1.0)
- THE MENTALIST (+1.0)
- CSI: MIAMI (+0.7)
- CSI: NY (+0.6)
- SURVIVOR: SAMOA (+0.5)
- : LOS ANGELES (+0.5)
- THE (+0.5)
- NUMB3RS (+0.5)