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Gossip Girl, Smallville, FlashForward Increase Ratings 33% in DVR Viewing

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November 16th, 2009

GOSSIP GIRL

With almost all Fox shows pre-empted by baseball, Gossip Girl, Smallville and FlashForward all increased their adults 18-49 Live+SD ratings by 33% in their Live+7 ratings which measure DVR viewing through seven days after airdate for the week of October 26 - November 1, 2009. As is typical, the highest rated shows overall had the greatest absolute ratings increases, as Grey's Anatomy gained 1.4 adults 18-49 ratings points between its Live+SD and Live+7 periods.

Interestingly, with Fox shows off the schedule, the range of relative increases among the top 25 shows was quite narrow, from 19% for #25 Law & Order to the 33% for the top 3.

Note: Many CBS shows were in repeats which are typically DVR viewed very little.

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, so it's not going to save shows with bad Live+SD ratings.

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 26 - November 1):

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 GREY'S ANATOMY ABC 5.21 6.64 1.4 27% 22%
2 OFFICE NBC 4.25 5.34 1.1 26% 20%
3 Mentalist, THE CBS 3.60 4.67 1.1 30% 23%
4 Private Practice ABC 3.60 4.51 0.9 25% 20%
5 CSI CBS 3.43 4.34 0.9 27% 21%
6 FLASHFORWARD ABC 2.73 3.62 0.9 33% 25%
7 Modern Family ABC 3.69 4.51 0.8 22% 18%
8 Desperate Housewives ABC 5.01 5.80 0.8 16% 14%
9 30 ROCK NBC 3.05 3.78 0.7 24% 19%
10 BROTHERS & SISTERS ABC 3.34 3.99 0.7 19% 16%
11 HEROES NBC 2.55 3.16 0.6 24% 19%
12 SURVIVOR: SAMOA CBS 3.70 4.31 0.6 16% 14%
13 Law And Order:SVU NBC 2.77 3.37 0.6 22% 18%
14 Cougar Town ABC 3.17 3.73 0.6 18% 15%
15 Castle ABC 2.53 3.08 0.6 22% 18%
16 COMMUNITY NBC 2.11 2.65 0.5 26% 20%
17 Lie To Me FOX 2.43 2.96 0.5 22% 18%
18 SO YOU THINK CN DANCE-TUE FOX 2.48 3.01 0.5 21% 18%
19 NUMB3RS CBS 1.72 2.21 0.5 28% 22%
20 GHOST WHISPERER CBS 2.03 2.47 0.4 22% 18%
21 PARKS AND RECREATION NBC 2.02 2.45 0.4 21% 18%
22 Biggest Loser 8 NBC 3.71 4.12 0.4 11% 10%
23 Gossip Girl CW 1.23 1.64 0.4 33% 25%
24 MEDIUM CBS 1.93 2.33 0.4 21% 17%
25 Law And Order NBC 1.36 1.76 0.4 29% 23%

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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 19-25):

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 Gossip Girl CW 1.23 1.64 0.4 33% 25%
2 Smallville CW 1.13 1.50 0.4 33% 25%
3 FLASHFORWARD ABC 2.73 3.62 0.9 33% 25%
4 UGLY BETTY ABC 1.10 1.45 0.4 32% 24%
5 Mentalist, THE CBS 3.60 4.67 1.1 30% 23%
6 Law And Order NBC 1.36 1.76 0.4 29% 23%
7 NUMB3RS CBS 1.72 2.21 0.5 28% 22%
8 GREY'S ANATOMY ABC 5.21 6.64 1.4 27% 22%
9 CSI CBS 3.43 4.34 0.9 27% 21%
10 OFFICE NBC 4.25 5.34 1.1 26% 20%
11 COMMUNITY NBC 2.11 2.65 0.5 26% 20%
12 Private Practice ABC 3.60 4.51 0.9 25% 20%
13 30 ROCK NBC 3.05 3.78 0.7 24% 19%
14 HEROES NBC 2.55 3.16 0.6 24% 19%
15 Supernatural CW 1.37 1.68 0.3 23% 18%
16 Modern Family ABC 3.69 4.51 0.8 22% 18%
17 Lie To Me FOX 2.43 2.96 0.5 22% 18%
18 Castle ABC 2.53 3.08 0.6 22% 18%
19 GHOST WHISPERER CBS 2.03 2.47 0.4 22% 18%
20 Law And Order:SVU NBC 2.77 3.37 0.6 22% 18%
21 SO YOU THINK CN DANCE-TUE FOX 2.48 3.01 0.5 21% 18%
22 PARKS AND RECREATION NBC 2.02 2.45 0.4 21% 18%
23 MEDIUM CBS 1.93 2.33 0.4 21% 17%
24 COLD CASE CBS 1.67 2.01 0.3 20% 17%
25 BROTHERS & SISTERS ABC 3.34 3.99 0.7 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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