60% of Live Primetime Viewing Is Cable Nets, But 67% of DVR Playback Is Broadcast Nets
We’ve long known that the majority of Live TV viewing during primetime was ad supported cable networks and broadcast networks share was shrinking, but we’ve never seen a breakdown of DVR playback between broadcast networks and ad supported cable networks.
I’m surprised that ad supported cable gets as much as 33% of the DVR playback. When we used to see Live+7 ratings for cable shows on a regular basis (it ended over a year ago), there were very, very few cable shows that even got 10% extra viewing from DVR playback. Also, among the big ad supported cable networks there are a lot of sports, news and repeats, all of which see very little DVR viewing.
Now I’m interested to know what that breakdown of DVR viewing was a year ago, or two years ago.
Source: CBS presentation to UBS 37th Annual Global Media and Communications Conference