via press release:
NETWORK 10:00 PM DRAMAS BENEFIT THE MOST FROM PLAYBACK VIEWING
10:00 PM Hour Across Broadcast Networks Generating 41% Lift in Viewers and 54% Lift in Adult 18-49, Much Higher Than Earlier Time Periods
CBS's "Elementary" and "Person of Interest" Among the Leading Playback Gainers with Increases of More Than 4 Million Viewers
"Elementary" Leads All 10:00 PM Dramas in Adult 18-49 Lift, Increasing +78%
The 10:00 PM dramas across the broadcast networks are benefiting the most from non-linear viewing, with the hour generating much higher live +7-day playback lift than shows airing in earlier time periods, according to Nielsen Media Research for the first four weeks of the 2013-2014 television season.
On average, 10:00 PM programs are posting the largest lift (+41% vs. +29% for 9:00 PM shows and +21% for 8:00 PM shows).
Several 10:00 PM dramas are seeing live plus same day audiences increase by more than four million viewers and a full rating point in adults 18-49 with the inclusion of live +7-day DVR playback.
CBS's 10:00 PM increases are led by ELEMENTARY and PERSON OF INTEREST, which both gained more than four million viewers and over a rating point in adults 18-49 with L+7 day lift. ELEMENTARY leads all 10:00 PM broadcast dramas in adults 18-49 lift (+1.5, up +78%). BLUE BLOODS, CSI: CRIME SCENE INVESTIGATION and THE MENTALIST each gained more than three million viewers. HOSTAGES increased its live plus same day audience by nearly three million viewers (+2.96m, up +50%) while adding nearly a rating point in adults 18-49 (0.9, +66%).
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