'

Lost, American Idol, Smallville Headline DVR Gains In Second Olympics Week

Categories: '

Written By

March 15th, 2010


During the second week of the Winter Olympics, Lost and Tuesday's American Idol each added 1.0 adults 18-49 rating point after their airdates from DVR viewing to lead all broadcast shows for absolute DVR ratings gains.

That week (February 22-28), saw NBC completely in Winter Olympics coverage (and our DVR data excludes sports programming), except for the premiere of Marriage Ref which increased by a very modest 0.5 ratings point (10% of its air date 18-49 ratings). Most of the other broadcast networks had very few scripted shows in original episodes.

Smallville topped the % increase in ratings by DVR viewing rankings for the week, boosting its adults 18-49 rating by 38%, well ahead of #2 Brothers and Sisters. But you know it's a light week for DVR viewing when shows with single digit % ratings increases appear among the top 25 broadcast shows.

Compare any of the shows below with their networks overall average Live+7 DVR adults 18-49 ratings increases for the week: CW (15%), Fox (9%), CBS (8%), ABC (12%), NBC (10%, just Marriage Ref!).

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 the previous week's 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 (February 22-28):

Rank Programs Net 18-49 Live+SD (rating) 18-49 Live+7 (rating) Post Airdate 18-49 Ratings Increase Post Airdate 18-49 Rating Increase from DVR Viewing % of 18-49 Viewing By DVR Post Airdate
1 LOST ABC 4.60 5.63 1.0 22% 18%
2 American Idol-TUE FOX 9.03 10.02 1.0 11% 10%
3 American Idol-WED FOX 8.69 9.53 0.8 10% 9%
4 Desperate Housewives ABC 3.68 4.45 0.8 21% 17%
5 Undercover Boss CBS 5.07 5.82 0.8 15% 13%
6 BROTHERS & SISTERS ABC 2.54 3.18 0.6 25% 20%
7 24 FOX 2.82 3.42 0.6 21% 18%
8 SURVIVOR: HEROES-VILLAINS CBS 3.70 4.29 0.6 16% 14%
9 MARRIAGE REF NBC 4.85 5.34 0.5 10% 9%
10 Smallville CW 1.08 1.49 0.4 38% 28%
11 BACHELOR, THE ABC 3.90 4.31 0.4 11% 10%
12 Amazing Race 16 CBS 3.19 3.51 0.3 10% 9%
13 FORGOTTEN, THE ABC 1.70 2.01 0.3 18% 15%
14 COLD CASE CBS 2.37 2.61 0.2 10% 9%
15 Modern Family ABC 1.67 1.90 0.2 14% 12%
16 DEEP END, THE ABC 1.08 1.28 0.2 19% 16%
17 One Tree Hill CW 1.06 1.25 0.2 18% 15%
18 Big Bang Theory, THE CBS 3.30 3.48 0.2 5% 5%
19 Family Guy FOX 2.79 2.94 0.2 5% 5%
20 Life Unexpected CW 0.87 1.01 0.1 16% 14%
21 48 Hours Mystery CBS 1.58 1.71 0.1 8% 8%
22 NCIS CBS 2.29 2.42 0.1 6% 5%
23 Two and a Half Men CBS 3.30 3.42 0.1 4% 4%
24 COPS FOX 1.78 1.90 0.1 7% 6%
25 Criminal Minds CBS 1.75 1.85 0.1 6% 5%

-
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 (February 22-28):

Rank Programs Net 18-49 Live+SD (rating) 18-49 Live+7 (rating) Post Airdate 18-49 Ratings Increase Post Airdate 18-49 Rating Increase from DVR Viewing % of 18-49 Viewing By DVR Post Airdate
1 Smallville CW 1.08 1.49 0.4 38% 28%
2 BROTHERS & SISTERS ABC 2.54 3.18 0.6 25% 20%
3 LOST ABC 4.60 5.63 1.0 22% 18%
4 24 FOX 2.82 3.42 0.6 21% 18%
5 Desperate Housewives ABC 3.68 4.45 0.8 21% 17%
6 DEEP END, THE ABC 1.08 1.28 0.2 19% 16%
7 FORGOTTEN, THE ABC 1.70 2.01 0.3 18% 15%
8 One Tree Hill CW 1.06 1.25 0.2 18% 15%
9 Life Unexpected CW 0.87 1.01 0.1 16% 14%
10 SURVIVOR: HEROES-VILLAINS CBS 3.70 4.29 0.6 16% 14%
11 Undercover Boss CBS 5.07 5.82 0.8 15% 13%
12 Modern Family ABC 1.67 1.90 0.2 14% 12%
13 MELROSE PLACE CW 0.16 0.18 0.0 13% 11%
14 American Idol-TUE FOX 9.03 10.02 1.0 11% 10%
15 BACHELOR, THE ABC 3.90 4.31 0.4 11% 10%
16 COLD CASE CBS 2.37 2.61 0.2 10% 9%
17 MARRIAGE REF NBC 4.85 5.34 0.5 10% 9%
18 Amazing Race 16 CBS 3.19 3.51 0.3 10% 9%
19 AMERICAN IDOL-WED FOX 8.69 9.53 0.8 10% 9%
20 48 Hours Mystery CBS 1.58 1.71 0.1 8% 8%
21 Supernatural CW 0.64 0.69 0.0 8% 7%
22 90210 CW 0.27 0.29 0.0 7% 7%
23 TIL DEATH-SUN 7P FOX 0.98 1.05 0.1 7% 7%
24 COPS FOX 1.78 1.90 0.1 7% 6%
25 Modern Family-WED 8PM ABC 1.17 1.24 0.1 6% 6%

-
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).
-
Definitions:

DVR (Time-shifted) Adults 18-49 Ratings – 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 Ratings Increase Past Airdate - How many people watched the show on their DVRs within 7 days following the airdate

% of All Adults 18-49 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:©2010 The Nielsen Company. All Rights Reserved.

 
© 2014 Tribune Digital Ventures