For the third week of the season (October 5-11), bothand Dollhouse, received more than a 40% boost from DVR viewing. Of course, because of their low Live+SD ratings, those absolute increases were quite small, not even in the top 25 absolute increases for the week.
Thursday, Friday and 10pm shows continue to keep the DVRs spinning. Heroes is the only top 10 % increase show not in those groups.
Among absolute ratings increases for broadcast shows, there was little to surprise us. The two Live+SD top rated scripted shows for the week,'s and House were also the biggest absolute ratings gainers after DVR viewing, and in exactly the same amount!
Disclaimer: all the numbers we have seen point to a scenario where the additional days of DVR viewing beyond the Live+SD numbers play almost no role in a shows’ fate. In a recent conversation with the head of research for a broadcast network he agreed that perhaps 10% of the viewing beyond the Live+SD period serves to increase the C+3 commercial ratings that are used to price advertising.
Note that the tables below contain adults 18-49 demo program ratings, not millions of viewers.
Those of you interested in DVR viewing numbers might enjoy:
Largest 18-49 Demo Increase From DVR Viewing for Broadcast TV Shows (October 5-11):
|Rank||Programs||Net||18-49 Live+SD ()||18-49 Live+7 (rating)||Post Airdate 18-49 Ratings Increase||Post Airdate Increase from DVR Viewing||% of All Viewing By DVR Post Airdate|
The 18-49 Demo Increase From DVR Viewing ranks which of the top broadcast shows [by Live+7 viewers] had the largest absolute adults 18-49 ratings 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 18-49 Demo Percentage Increase From DVR Viewing for Broadcast TV Shows (October 5-11):
|Rank||Programs||Net||18-49 Live+SD (rating)||18-49 Live+7 (rating)||Post Airdate 18-49 Ratings Increase||Post Airdate Increase from DVR Viewing||% of All Viewing By DVR Post Airdate|
The 18-49 Demo % Increase From DVR Viewing ranks which of the top broadcast shows [by Live+7 viewers] had the largest percentage adults 18-49 ratings 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).
DVR (Time-shifted) Viewing – Program ratings for national sources are produced in three streams of data –Live, Live+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.
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 the 2009-2010 season, 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.
Nielsen TV Ratings Data:©2009 The Nielsen Company. All Rights Reserved.