On Average, You're Watching More TV Than Ever Even Though Most of You Still Don't Have a DVR

Categories: Broadcast TV,Cable TV,TV Ratings Reference

Written By

December 14th, 2011

Turner Research issued its annual TV summary for 2011 and one of the more interesting things to note is that in the aggregate we're watching more TV than ever,  34.1 hours a week versus only 33.9 in 2010. Aggregate numbers mask some things, and it could be that younger adults are watching less TV but increased consumption by older viewers is offsetting it. I'll see if I can find any age breakout, but here's the aggregate:

All data is blended Final Live+7 (12/27/2010 – 11/27/2011) and preliminary Live+SD (11/28/2011-12/11/2011), unless otherwise noted.

Despite increasing competition from other media, television continues to enjoy growth.

Average Hours of Viewing Per Person Per Week (Total Day)
Year-to-Date 

2006TD

2009TD

2010TD

2011TD

Total Viewing

32.3

33.7

33.9

34.1

Live Viewing

31.9

31.8

31.7

31.6

TSV

0.4

1.9

2.2

2.5

2006TD: 12/26/2005-12/10/2006; 2009TD: 12/29/2008-12/13/2009; 2010TD: 12/28/2009-12/12/2010; 2011TD: 12/27/2010-12/11/2011

Broadcast networks are continuing to lose share, but the gains by cable exceed the big 4 broadcasters loss:

Average Hours of Viewing Per Person Per Week (Total Day)
Year-to-Date 

2006TD

2009TD

2010TD

2011TD

Total Viewing

32.3

33.7

33.9

34.1

4 Broadcast Nets

9.4

8.0

7.9

7.8

Ad-Supp

15.5

16.6

16.6

17.0

Other

7.4

9.2

9.4

9.4

 Other indicates:  Spanish broadcast nets, independent nets, Disney/NickJr, premium pay channels, and all other tuning.

DVR penetration increased, though  at a somewhat glacial pace. Nearly 43% of homes have at least one DVR that reach just over 45% of the population according to Nielsen.

November 2011 DVR Penetration

In the most recent month, DVR Penetration has grown to over 42% of all households and 45% of all viewers.

DVR Penetration

 

Nov-07

Nov-10

Nov-11

Households

21.3%

38.3%

42.7%

Total Viewers

23.3%

40.5%

45.1%

Nov 2007: 10/29/2007 – 11/25/2007; Nov 2010: 11/01/2010 – 11/28/2010; Nov 2011: 10/31/2011 – 11/27/2011

 
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