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Smallville, Dollhouse Get Big DVR Boosts In Week 3

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October 26th, 2009

SMALLVILLE

For the third week of the season (October 5-11), both Smallville and 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, Grey's Anatomy 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.

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 (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
1 Smallville CW 0.9 1.3 0.4 44% 31%
2 DOLLHOUSE FOX 1.0 1.4 0.4 40% 29%
3 Fringe FOX 2.2 3.0 0.8 36% 27%
4 Castle ABC 2.2 2.9 0.7 32% 24%
5 NUMB3RS CBS 1.6 2.1 0.5 31% 24%
6 Mentalist, THE CBS 3.3 4.3 1.0 30% 23%
7 FLASHFORWARD ABC 3.0 3.9 0.9 30% 23%
8 Vampire Diaries CW 1.7 2.2 0.5 29% 23%
9 HEROES NBC 2.4 3.1 0.7 29% 23%
10 FLASHFORWARD SP-10/9 ABC 0.7 0.9 0.2 29% 22%
11 BONES FOX 2.9 3.7 0.8 28% 22%
12 Glee FOX 3.3 4.2 0.9 27% 21%
13 Gossip Girl CW 1.1 1.4 0.3 27% 21%
14 Law And Order:SVU NBC 2.6 3.3 0.7 27% 21%
15 Law And Order NBC 1.5 1.9 0.4 27% 21%
16 COMMUNITY NBC 1.9 2.4 0.5 26% 21%
17 HOUSE FOX 5.4 6.8 1.4 26% 21%
18 GREY'S ANATOMY ABC 5.4 6.8 1.4 26% 21%
19 CSI CBS 3.5 4.4 0.9 26% 20%
20 OFFICE NBC 4.8 6.0 1.2 25% 20%
21 90210 CW 1.2 1.5 0.3 25% 20%
22 MELROSE PLACE-ENC CW 0.4 0.5 0.1 25% 20%
23 Private Practice ABC 3.7 4.6 0.9 24% 20%
24 GHOST WHISPERER CBS 2.2 2.7 0.5 23% 19%
25 MELROSE PLACE CW 0.9 1.1 0.2 22% 18%

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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 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
1 HOUSE FOX 5.4 6.8 1.4 26% 21%
2 GREY'S ANATOMY ABC 5.4 6.8 1.4 26% 21%
3 OFFICE NBC 4.8 6.0 1.2 25% 20%
4 Mentalist, THE CBS 3.3 4.3 1.0 30% 23%
5 Glee FOX 3.3 4.2 0.9 27% 21%
6 CSI CBS 3.5 4.4 0.9 26% 20%
7 FLASHFORWARD ABC 3.0 3.9 0.9 30% 23%
8 Big Bang Theory, THE CBS 4.7 5.6 0.9 19% 16%
9 Private Practice ABC 3.7 4.6 0.9 24% 20%
10 BONES FOX 2.9 3.7 0.8 28% 22%
11 NCIS CBS 4.3 5.1 0.8 19% 16%
12 Fringe FOX 2.2 3.0 0.8 36% 27%
13 Desperate Housewives ABC 4.6 5.3 0.7 15% 13%
14 HEROES NBC 2.4 3.1 0.7 29% 23%
15 HELL'S KITCHEN FOX 3.3 4.0 0.7 21% 18%
16 SURVIVOR: SAMOA CBS 3.4 4.1 0.7 21% 17%
17 Modern Family ABC 3.4 4.1 0.7 21% 17%
18 Criminal Minds CBS 3.6 4.3 0.7 19% 16%
19 Law And Order:SVU NBC 2.6 3.3 0.7 27% 21%
20 Castle ABC 2.2 2.9 0.7 32% 24%
21 CSI: MIAMI CBS 3.9 4.6 0.7 18% 15%
22 Two and a Half Men CBS 4.4 5.1 0.7 16% 14%
23 Family Guy FOX 4.6 5.2 0.6 13% 12%
24 How I Met Your Mother CBS 3.4 4.0 0.6 18% 15%
25 Lie To Me FOX 3.1 3.7 0.6 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 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).
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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.

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.

 
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