Fear the Sun! What Will Daylight Saving Time Do To Your Favorite Show's Ratings?

Categories: Broadcast TV,TV Ratings Reference

Written By

March 6th, 2013

With the advent of Daylight Saving Time at 2am Sunday, expect to see early primetime TV ratings get a haircut next week as people stay away from home a bit later in the evenings.

In 2012, the first Monday after DST saw 6.8% fewer adults 18-49 watching TV in the 8pm hour, and 2.4% fewer adults 18-49 watching TV in the 9pm hour than the previous (standard time) Monday.

Was it all due to Daylight Saving Time? Your guess is good as mine.

Will that excuse save your show? Or is it futile Fan Excuse Bingo? Only time will tell.

First Monday AFTER DST (3/12/12) - Daylight Saving Time
Portion of Adults 18-49 watching TV at 8pm: 34.5%
Portion of Adults 18-49 watching TV at 9pm: 40.1%

Last Monday BEFORE DST (3/5/12) - Standard Time
Portion of Adults 18-49 watching TV at 8pm: 37.0%
Portion of Adults 18-49 watching TV at 9pm: 41.1%

 
  • JR35

    What about the Sunday comparisons? Since Sunday is when it takes effect. :)

  • HV

    I don’t understand why it would affect that. But the joke about daylight savings on The New Normal last night was hilarious!

  • a p garcia

    My only fav show on NBC, Revolution, will most likely be hurt by the long break and Daylight Saving Time.

  • PurpleDrazi

    Well, it could hardly be any worse on NBC…

  • Paul

    “I don’t understand why it would affect that. But the joke about daylight savings on The New Normal last night was hilarious!”

    If it is nicer out, brighter out, etc, people tend to stay out and not go home. Simple as that. You don’t realize you do it, unless you’re abnormal, but we all naturally do it.

  • Bob

    I don’t have high hopes for the Voice this round. With American Idol still going at the same time, I just don’t see The Voice getting anywhere near 4′s this time. I think mostly 3′s and even a possible 2 every once in a while. Revolution will begin with a 2.9 and go down to 1.5 by the end.

  • DW

    the 18-34 year olds stay out cause its springtime. the birds , the bees , all that pollen out there. it can happen. :)

  • Shabbir

    with the poor standard of tv programs this season, I wouldn’t be surprised to see a huge drop in ratings.

  • Masterbreel

    Will the 10PM hour being watched better, because it people start an hour later watching, maybe they watch untill an hour later

  • The Rookie

    We don’t change our clocks (Atlantic Time) but since our TV feed is from the East Coast, all shows will start 1 hour earlier.

  • joel

    The additional sunlight is a beacon that leads the bear to his prey.

  • PurpleDrazi

    @Masterbreel

    Probably not. People still have to get up early and go to work in the morning.

  • marcos

    let’s see if Once upon a time goes below 2.0

  • zerg

    Ohhh!

    My favourite Fan Excuse Bingo :D

  • Ultima

    I predict that we will see widespread lows due to Daylight Saving Time as well as the start of spring. I also predict that a significant portion of the commenters will be shocked and confused by this, even though the same thing happens every year! ;)

  • juliedawn

    I think maybe some dips in the 8pm hour, not so much in the 9pm. Of course this is all up in the air too depending on where people are….if it’s still cold winter stormy in parts of the country, an extra hour of daylight isn’t going to make much difference yet!

  • KS

    There it begins…!! The DOOM

  • http://tvbythenumbers.com Bill Gorman

    “I predict that we will see SOMETHING. I also predict that a significant portion of the commenters will be shocked and confused by this, even though the same thing happens every TIME PERIOD OF CHOICE!”

    I have generalized that prediction to apply on any day, at any time, and be equally correct! ;)

  • THE OLD MAN

    How much lower can TGW go? Leave it to the 18-49 Demo, but what has always happened in the past will most certainly happen again & again the 18-49′s will be “so confused!”

  • Anon

    The only clock I adjust for DST is the one on my DVR/computer. DST really doesn’t have any effect on my TV watching; I have a list of shows that I watch/record week in and week out.

    The rest of America may be fickle, but I am dedicated!

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