“Southland” Premiere Grows Solidly With DVR Viewing
Up to a 1.2 adults 18-49 rating when Live+7 is factored in, 28% better than the Live+SD numbers.
As ever there is the discussion about how much do these DVR numbers matter? The consensus is that around 60% of the ads in primetime shows are skipped when viewed on DVR. How much the increases were for the commercial ratings (as opposed to these program ratings) is another story, and we don’t see that data. The commercial ratings only include 3 days worth of DVR viewing, not the seven days the program ratings get.
With Live + 7 data now available for the March 2 season premiere of TNT’s Southland, the show demonstrated solid growth in time-shifted viewing. The episode’s total audience has risen to 3,132,000 viewers, up 44% when compared to Live viewing and 26% when compared to Live + Same Day viewing.
Among adults 18-49, Southland grew by 55% over Live deliveries to 1,646,000, while among adults 25-54, it grew by 45% over Live deliveries to 1,774,000. Compared to Live + Same Day, the growth was 28% and 24%, respectively.
Time-shifted viewing of the episode was particularly strong among young adults, with adults 18-34 delivery growing by 74% to 870,000 when compared to Live viewing and 32% when compared to Live + Same Day viewing.