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Grey’s Anatomy, Modern Family, Flash Forward Are DVR Viewing Notables

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April 22nd, 2010


Grey's Anatomy seems permanently entrenched at the top of the most adults 18-49 added via DVR viewing rankings. For the latest week (March 29 - April 4), it once again added 1.4 adults 18-49 rating points after its airdate from DVR viewing to again lead all broadcast shows for absolute DVR ratings gains. To put that in perspective, that's like adding the entire Same Day adults 18-49 audience for that week's Ugly Betty (which drew a 1.34 Live+Same Day 18-49 rating).

Modern Family again added the second most adults 18-49 via DVR viewing, bumping its Live+Same Day adults 18-49 rating up by 1.1 points.  That week (March 29 - April 4), had ABC, and CW mostly in new episodes while CBS, NBC and Fox had a mix of new and repeats airing.

In a bold move to secure a fan excuse bingo square, the presumed to be canceled Flash Forward topped the % increase in ratings by DVR viewing rankings for the week, boosting its adults 18-49 rating by 43%, just ahead of frequent DVR % rankings leader 90210 in second place with a 42% increase.

Compare any of the shows below with their networks overall average Live+7 DVR adults 18-49 ratings increases for the week: CW (29%), Fox (13%), CBS (12%), ABC (18%), NBC (14%).

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 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 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 (March 29 - April 4):

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 GREY'S ANATOMY ABC 3.55 4.93 1.4 39% 28%
2 Modern Family ABC 3.95 5.04 1.1 28% 22%
3 Private Practice ABC 2.65 3.63 1.0 37% 27%
4 LOST ABC 4.15 5.12 1.0 23% 19%
5 CSI CBS 2.82 3.67 0.9 30% 23%
6 Fringe FOX 2.19 3.01 0.8 37% 27%
7 PARENTHOOD NBC 2.49 3.26 0.8 31% 24%
8 American Idol-TUE FOX 7.68 8.43 0.8 10% 9%
9 V-TUE ABC 2.81 3.55 0.7 26% 21%
10 Law And Order:SVU NBC 2.88 3.61 0.7 25% 20%
11 24 FOX 2.65 3.35 0.7 26% 21%
12 BONES FOX 2.40 3.10 0.7 29% 23%
13 Mentalist, THE CBS 2.74 3.40 0.7 24% 19%
14 Cougar Town ABC 2.59 3.24 0.7 25% 20%
15 FLASHFORWARD ABC 1.49 2.13 0.6 43% 30%
16 Castle ABC 3.50 4.07 0.6 16% 14%
17 SURVIVOR: HEROES-VILLAINS CBS 3.56 4.13 0.6 16% 14%
18 UGLY BETTY ABC 1.34 1.84 0.5 37% 27%
19 American Idol-WED FOX 6.68 7.18 0.5 7% 7%
20 Biggest Loser 9 NBC 2.84 3.34 0.5 18% 15%
21 Vampire Diaries CW 1.29 1.76 0.5 36% 27%
22 MEDIUM CBS 1.34 1.78 0.4 33% 25%
23 CHUCK NBC 2.13 2.57 0.4 21% 17%
24 MARRIAGE REF NBC 2.30 2.72 0.4 18% 15%
25 Law And Order NBC 1.83 2.24 0.4 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 (March 29- April 4):

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 FLASHFORWARD ABC 1.49 2.13 0.6 43% 30%
2 90210 CW 0.76 1.08 0.3 42% 30%
3 Gossip Girl CW 0.90 1.25 0.4 39% 28%
4 GREY'S ANATOMY ABC 3.55 4.93 1.4 39% 28%
5 Fringe FOX 2.19 3.01 0.8 37% 27%
6 UGLY BETTY ABC 1.34 1.84 0.5 37% 27%
7 Private Practice ABC 2.65 3.63 1.0 37% 27%
8 Vampire Diaries CW 1.29 1.76 0.5 36% 27%
9 Smallville CW 0.99 1.32 0.3 33% 25%
10 MEDIUM CBS 1.34 1.78 0.4 33% 25%
11 PARENTHOOD NBC 2.49 3.26 0.8 31% 24%
12 CSI CBS 2.82 3.67 0.9 30% 23%
13 BONES FOX 2.40 3.10 0.7 29% 23%
14 MELROSE PLACE CW 0.59 0.76 0.2 29% 22%
15 AMERICA'S Top Model-8 CW 1.38 1.77 0.4 28% 22%
16 Modern Family ABC 3.95 5.04 1.1 28% 22%
17 24 FOX 2.65 3.35 0.7 26% 21%
18 V-TUE ABC 2.81 3.55 0.7 26% 21%
19 GHOST WHISPERER CBS 1.29 1.62 0.3 26% 20%
20 Law And Order:SVU NBC 2.88 3.61 0.7 25% 20%
21 Cougar Town ABC 2.59 3.24 0.7 25% 20%
22 Mentalist, THE CBS 2.74 3.40 0.7 24% 19%
23 LOST ABC 4.15 5.12 1.0 23% 19%
24 Law And Order NBC 1.83 2.24 0.4 22% 18%
25 Supernatural CW 1.10 1.33 0.2 21% 17%

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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) 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.

 
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