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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

Dollhouse-Dushku

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.

(281) Comments - Add Yours!

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  1. grr_argh

    this made me happy. but then i remembered this post: http://tvbythenumbers.com/2009/10/03/say-goodbye-to-dollhouse-part-ii-the-dvr-numbers-wont-matter/29390

    do DVR numbers really not mean much except for good PR?

  2. Ali

    Wish I could say hopefull but I am sticking to we’ll see. I just hope we at least get all 13 episodes … oh hang on there’s the hope ……. :)

  3. grr_argh

    it’s also worth noting that Brothers, Dollhouse’s lead in, got a 0% increase in DVR.

  4. Ali

    @ grr_argh

    WELL spotted man. You are absolutely right. it just goes to show what a horrendous lead-in it has been to dollhouse.

  5. YAY!! Smallville …now where is my “Smallville is awesome” DVR gloating Press Release CW? they dod one everytime Vampire Diaries farts, so I demand one NOW

  6. Mike

    Nice gains for Smallville!

  7. Mike

    At least Dollhouse has a lead in. Smallville on the other hand is all by itself. Stupid CW!

  8. bored_viewer

    I already posted this question in another thread, but it really does belong here: how much of an impact will DVR ratings have on Dollhouse’s fate? If a rerun of House brings in a larger audience than Whedon’s show, why would Fox stick with the latter? Dollhouse may end up with higher DVR numbers, but how many of those viewers will bother watching the commercials? Those watching House live won’t have that option. Isn’t that scenario more appealing to advertisers?

  9. GSFABC

    Could you post the new Broadcast Top 25 Lists that result out of these DVR numbers?

  10. pisher

    All DVR proves is that people didn’t care enough to put aside some time, and sit through the commercials.

    If people were willing to pay to see Dollhouse, that would mean something.

    But please note, the DVD sales for S1 were almost as bad as the ratings.

  11. AO

    Any Good News is Good!

    And really, as long as Dollhouse continues to be produced, then that’s all that the fans (and the haters) can ask for.

    Congrats to Smallville fans too.

    :)

  12. Tom

    Is it fair to summarize the situation as such:

    Dollhouse, even with Live+7 numbers, is still the worst non-Friday performer on Fox? Is still the worst non-Friday, non-CW show in primetime?

  13. MisterEight

    Dollhouse is a new kind of show, one that may be able to continue based on different vectors. (Online, DVD, international and Live Ratings)

    Sure, it doesn’t do a lot of business on Live TV, but if the DVR numbers stay strong, and it upticks a bit (again, from ep4 on it rocks) it could stay.

    The larger News Corp. view could be: okay, with Live, DVR, online, international, we have a fan base of (x) million people. FOX Broadcasting breaks even, 20th makes out overseas, and maybe the DVD fills out nicely over the next few years. If the show can continue at a good price point (lower budget), it could be a profitable brand for the corporation over the long run.

    Some would call it low hanging fruit, I would call it a good investment in genre programming that keeps the FOX brand young and on the edge.

  14. Ali

    @ pisher

    Or perhaps just perhaps, people go out on a friday night making it a lousy night to put any shows on. It has nothing to do with commercials

  15. S

    Exactly Ali. The whole landscape of viewing is changing dramatically, especially with the younger viewers. Id say Dollhouse and Smallville target a fair share of young viewers who find other ways of watching it especially because they are the least likely demo to stay in on Fridays to watch tv.

  16. AO

    It looks like Castle did pretty well for ABC via DVR.

    It was the ABC show with the largest 18-49 demo increase and the 4th largest DVR audience.

    Perhaps that might help to keep it from being canceled?

  17. VA

    “All DVR proves is that people didn’t care enough to put aside some time, and sit through the commercials.”

    On a Friday night at 9? Are you serious?

  18. No Live viewer numbers this time around?

  19. Tom, here are the bottom 10 (with the worst at the very bottom) when it came to Live+7 18-49 ratings:

    DOLLHOUSE-09/25/2009
    GOSSIP GIRL-MON-09/21/2009
    SUPERNATURAL-09/24/2009
    COPS-09/26/2009
    48 HOURS MYSTERY-09/26/2009
    90210-09/22/2009
    ONE TREE HILL-MON-09/21/2009
    MELROSE PLACE-09/22/2009
    BROTHERS-09/25/2009
    BEAUTIFUL LIFE-09/23/2009

    edit: technically with the level of detail we’ve seen so far (rounded to 10th of ratings point) Dollhouse, Gossip Girl, Supernatural, Cops, and 48 Hours Mystery all were tied.

  20. Hooray for Smallville!!

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