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Dollhouse Premiere 18-49 Rating Increases To A 1.5 Via DVR; Hopeful or Futile?

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October 12th, 2009

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Premiere week (September 21-27) DVR viewing numbers are in and Dollhouse had the largest % increase in both 18-49 rating and average viewership. Will that save the show or is it already too late?

One trend that's immediately obvious this season is that the network PR departments are completely behind the touting of DVR numbers, whether they matter to their bottom line or not!

For those who have followed DVR viewing in the past, there aren't a whole lot of surprises in the the week's numbers. Show's targeted at younger viewers tend to be more viewed by DVR (CW shows, many Fox shows, and some NBC shows). CBS and ABC shows are not DVR viewed in nearly the same % as the competition's. I'll do some more analysis on days and timeslots in the future.

And as has always been the case, shows with big absolute viewership numbers have big absolute DVR viewership numbers.

Because of emerging practices in the TV media, and our access to the relevant data, we're making a pretty fundamental change in the way we present DVR data. Up until now, we used the show's Live program rating or viewership as the base upon which the Live+7 day DVR viewing was added. Now, the press seems to be standardizing around using Live+Same Day DVR viewing as the base for the calculations, plus our access to Live ratings is somewhat erratic and restricted. While there are both positive and negative aspects to basing increases on Live+SD, after discussion, Robert and I decided to make the change.

Note that the first two table below contains adults 18-49 demo program ratings, and the other two contain average viewership data.

To see previous weeks most DVR'd TV Shows 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 (Sept 21-27):

Rank Programs Net 18-49 Live+SD (rating) 18-49 Live+7 (rating) Post Airdate Increase from DVR Viewing % of All Viewing By DVR Post Airdate
1 Smallville CW 1.00 1.50 50% 33%
2 DOLLHOUSE FOX 1.00 1.50 50% 33%
3 90210 CW 1.00 1.40 40% 29%
4 Fringe FOX 2.30 3.20 39% 28%
5 MELROSE PLACE CW 0.80 1.10 38% 27%
6 Gossip Girl CW 1.10 1.50 36% 27%
7 Law And Order NBC 1.20 1.60 33% 25%
8 HEROES NBC 2.80 3.70 32% 24%
9 BONES FOX 2.80 3.60 29% 22%
10 THE Mentalist CBS 3.60 4.60 28% 22%
11 NUMB3RS CBS 1.80 2.30 28% 22%
12 Castle ABC 2.30 2.90 26% 21%
13 Glee FOX 3.10 3.90 26% 21%
14 OFFICE NBC 3.90 4.90 26% 20%
15 COMMUNITY NBC 2.80 3.50 25% 20%
16 Supernatural CW 1.20 1.50 25% 20%
17 CSI CBS 4.10 5.10 24% 20%
18 Vampire Diaries CW 1.70 2.10 24% 19%
19 AMERICA'S Top Model 7 CW 1.30 1.60 23% 19%
20 GREY'S ANATOMY ABC 6.70 8.20 22% 18%
21 PARKS AND RECREATION NBC 1.80 2.20 22% 18%
22 HOUSE FOX 6.80 8.20 21% 17%
23 SO YOU THINK CN DANCE-WED FOX 2.50 3.00 20% 17%
24 FLASHFORWARD ABC 4.10 4.90 20% 16%
25 How I Met Your Mother CBS 3.60 4.30 19% 16%

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The 18-49 Demo Increase From DVR Viewing ranks which of the top broadcast shows [by Live+7 viewers] had the largest % of increase in viewing by DVR in their adults 18-49 Live+7 audience numbers from viewers watching shows after the airdate on their digital video recorders (DVRs).

Largest DVR Audiences for Broadcast TV Shows (Sept 21-27):

Rank Programs Net Persons Live+SD (000s) Persons Live+7 (000s) DVR Viewers Past Airdate (000s) % of All Viewing By DVR Past Airdate
1 GREY'S ANATOMY ABC 17,061 20,029 2,968 14.8%
2 Mentalist, THE CBS 15,089 18,040 2,951 16.4%
3 HOUSE FOX 17,268 20,148 2,880 14.3%
4 CSI CBS 16,039 18,258 2,219 12.2%
5 FLASHFORWARD ABC 12,502 14,469 1,967 13.6%
6 Fringe FOX 5,766 7,733 1,967 25.4%
7 NCIS CBS 20,612 22,537 1,925 8.5%
8 Criminal Minds CBS 15,852 17,760 1,908 10.7%
9 CSI: MIAMI CBS 14,223 16,122 1,899 11.8%
10 BONES FOX 9,150 11,016 1,866 16.9%
11 Big Bang Theory, THE CBS 12,976 14,810 1,834 12.4%
12 NCIS: LOS ANGELES CBS 18,750 20,526 1,776 8.7%
13 Two and a Half Men CBS 13,639 15,386 1,747 11.4%
14 OFFICE NBC 7,479 9,182 1,703 18.5%
15 Desperate Housewives ABC 13,646 15,303 1,657 10.8%
16 HEROES NBC 6,107 7,725 1,618 20.9%
17 Glee FOX 6,649 8,255 1,606 19.5%
18 Good Wife, THE CBS 13,867 15,390 1,523 9.9%
19 NUMB3RS CBS 8,105 9,610 1,505 15.7%
20 Castle ABC 9,269 10,747 1,478 13.8%
21 CSI: NY CBS 15,067 16,466 1,399 8.5%
22 Law And Order:SVU NBC 8,390 9,787 1,397 14.3%
23 FORGOTTEN, THE ABC 9,544 10,806 1,262 11.7%
24 GHOST WHISPERER CBS 8,760 9,941 1,181 11.9%
25 COMMUNITY NBC 5,423 6,560 1,137 17.3%

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The Largest DVR Audiences ranks which of the top broadcast shows [by Live+7 viewers] had the largest number average viewers by DVR in their Live+7 audience numbers from viewers watching shows after the airdate on their digital video recorders (DVRs).
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Greatest % Of DVR Viewing for Broadcast TV Shows (Sept 21-27):

Rank Programs Net Persons Live+SD (000s) Persons Live+7 (000s) DVR Viewers Past Airdate (000s) % of All Viewing By DVR Past Airdate
1 DOLLHOUSE FOX 2,503 3,417 914 26.7%
2 Fringe FOX 5,766 7,733 1,967 25.4%
3 MELROSE PLACE CW 1,438 1,902 464 24.4%
4 Smallville CW 2,576 3,389 813 24.0%
5 90210 CW 1,995 2,617 622 23.8%
6 Gossip Girl-MON CW 1,979 2,581 602 23.3%
7 HEROES NBC 6,107 7,725 1,618 20.9%
8 Glee FOX 6,649 8,255 1,606 19.5%
9 OFFICE NBC 7,479 9,182 1,703 18.5%
10 Supernatural CW 2,664 3,270 606 18.5%
11 COMMUNITY NBC 5,423 6,560 1,137 17.3%
12 Vampire Diaries CW 3,806 4,602 796 17.3%
13 BONES FOX 9,150 11,016 1,866 16.9%
14 Mentalist, THE CBS 15,089 18,040 2,951 16.4%
15 SO YOU THINK CN DANCE-WED FOX 5,510 6,552 1,042 15.9%
16 NUMB3RS CBS 8,105 9,610 1,505 15.7%
17 GREY'S ANATOMY ABC 17,061 20,029 2,968 14.8%
18 PARKS AND RECREATION NBC 4,090 4,799 709 14.8%
19 HOUSE FOX 17,268 20,148 2,880 14.3%
20 Law And Order:SVU NBC 8,390 9,787 1,397 14.3%
21 AMERICA'S Top Model 7 CW 2,826 3,287 461 14.0%
22 HELL'S KITCHEN FOX 6,778 7,877 1,099 14.0%
23 BEAUTIFUL LIFE CW 1,047 1,214 167 13.8%
24 Law And Order NBC 6,271 7,271 1,000 13.8%
25 Castle ABC 9,269 10,747 1,478 13.8%

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The % of Total viewing by DVR table ranks which of the top broadcast shows [by Live+7 viewers] had the largest % of viewing by DVR in their Live+7 audience numbers from viewers watching shows after the airdate 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. 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.

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

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

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

 
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