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Live+7 DVR Ratings: Parenthood, Lie To Me, CW Shows Lead “Pre-Season” Week Rankings

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October 4th, 2010

Unsurprisingly, the DVR viewing rankings of shows aired during the final "pre-season" week (September 13-20), were topped by shows starting their seasons "early" (Parenthood, CW shows) , and one show finishing its summer run (Lie To Me).

Parenthood lead all shows for ratings added after airdate via DVR viewing, adding 0.8 adults 18-49 ratings points to its Live+Same Day adults 18-49 ratings.  Second place Lie To Me added 0.7 adults 18-49 ratings points.

Lie To Me also topped the % ratings increase from DVR viewing, adding 45% to its Live+Same Day ratings. As is typical when they're in first run episodes, CW shows crowded the top of the % increase list.

One thing that readers new to Live+7 DVR ratings should note, no matter how much network press releases, or fan sites, would have you believe it, those Live+7 ratings increases will not save your marginally rated favorite shows. They add little to the advertising revenue potential for the shows, and however much a show's ratings may increase, their relative increases vs. other shows are often not particularly significant. And it's relative ratings that determine renewal or cancellation.

Compare any of the shows below with their networks overall average Live+7 DVR adults 18-49 ratings increases for the week: CW (26%), Fox (10%), CBS (5%), ABC (5%), NBC (5%).

Disclaimer: all the numbers we have seen point to a scenario where the additional days of DVR viewing beyond the Live+Same Day (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.

Largest 18-49 Demo Increase From DVR Viewing for Broadcast TV Shows (September 13-20):

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 PARENTHOOD NBC 2.71 3.53 0.8 30% 23%
2 Lie To Me FOX 1.56 2.26 0.7 45% 31%
3 Vampire Diaries CW 1.46 1.90 0.4 30% 23%
4 AMERICA'S GOT TALENT-TUE NBC 3.93 4.30 0.4 9% 9%
5 FLASHPOINT CBS 1.13 1.47 0.3 30% 23%
6 MASTERCHEF FOX 2.03 2.36 0.3 16% 14%
7 90210 CW 0.93 1.26 0.3 35% 26%
8 Gossip Girl CW 0.96 1.28 0.3 33% 25%
9 Big Brother 12-WED CBS 2.87 3.19 0.3 11% 10%
10 APPRENTICE 10 NBC 1.48 1.79 0.3 21% 17%
11 BACHELOR PAD ABC 1.83 2.14 0.3 17% 14%
12 AMERICA'S GOT TALENT-WED NBC 3.86 4.16 0.3 8% 7%
13 Nikita CW 1.18 1.48 0.3 25% 20%
14 AMERICA'S Top Model-9 CW 1.31 1.61 0.3 23% 19%
15 Wipeout-TUES ABC 2.76 3.04 0.3 10% 9%
16 HELLCATS CW 1.08 1.32 0.2 22% 18%
17 GATES, THE ABC 0.89 1.12 0.2 26% 21%
18 Life Unexpected CW 0.77 0.98 0.2 27% 21%
19 Big Bang Theory, THE CBS 2.21 2.40 0.2 9% 8%
20 One Tree Hill CW 1.09 1.27 0.2 17% 14%
21 Modern Family ABC 1.59 1.76 0.2 11% 10%
22 DATING IN THE DARK ABC 1.21 1.36 0.2 12% 11%
23 Glee FOX 1.77 1.92 0.2 8% 8%
24 Glee-TUE 8P FOX 1.63 1.76 0.1 8% 7%
25 Dateline FRI NBC 1.41 1.53 0.1 9% 8%

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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 (September 13-20):

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 Lie To Me FOX 1.56 2.26 0.7 45% 31%
2 90210 CW 0.93 1.26 0.3 35% 26%
3 Gossip Girl CW 0.96 1.28 0.3 33% 25%
4 PARENTHOOD NBC 2.71 3.53 0.8 30% 23%
5 Vampire Diaries CW 1.46 1.90 0.4 30% 23%
6 FLASHPOINT CBS 1.13 1.47 0.3 30% 23%
7 Life Unexpected CW 0.77 0.98 0.2 27% 21%
8 GATES, THE ABC 0.89 1.12 0.2 26% 21%
9 Nikita CW 1.18 1.48 0.3 25% 20%
10 AMERICA'S Top Model-9 CW 1.31 1.61 0.3 23% 19%
11 HELLCATS CW 1.08 1.32 0.2 22% 18%
12 APPRENTICE 10 NBC 1.48 1.79 0.3 21% 17%
13 BACHELOR PAD ABC 1.83 2.14 0.3 17% 14%
14 One Tree Hill CW 1.09 1.27 0.2 17% 14%
15 MASTERCHEF FOX 2.03 2.36 0.3 16% 14%
16 DATING IN THE DARK ABC 1.21 1.36 0.2 12% 11%
17 Big Brother 12-WED CBS 2.87 3.19 0.3 11% 10%
18 Modern Family ABC 1.59 1.76 0.2 11% 10%
19 Wipeout-TUES ABC 2.76 3.04 0.3 10% 9%
20 Fringe FOX 0.71 0.78 0.1 10% 9%
21 AMERICA'S GOT TALENT-TUE NBC 3.93 4.30 0.4 9% 9%
22 CRIMETIME SATURDAY 8PM CBS 0.67 0.73 0.1 9% 8%
23 Big Bang Theory, THE CBS 2.21 2.40 0.2 9% 8%
24 Dateline FRI NBC 1.41 1.53 0.1 9% 8%
25 Glee FOX 1.77 1.92 0.2 8% 8%

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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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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
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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.

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, so that's what we do now as well.

Nielsen TV Ratings Data:©2010 The Nielsen Company. All Rights Reserved.

 
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