We’ve long known that the majority of Live TV viewing during primetime was ad supported cable networks and broadcast networks share was shrinking, but we’ve never seen a breakdown of DVR playback between broadcast networks and ad supported cable networks.
I’m surprised that ad supported cable gets as much as 33% of the DVR playback. When we used to see Live+7 ratings for cable shows on a regular basis (it ended over a year ago), there were very, very few cable shows that even got 10% extra viewing from DVR playback. Also, among the big ad supported cable networks there are a lot of sports, news and repeats, all of which see very little DVR viewing.
Now I’m interested to know what that breakdown of DVR viewing was a year ago, or two years ago.
Source: CBS presentation to UBS 37th Annual Global Media and Communications Conference