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For the week of September 29 - October 5, Fox’s Fall 18-49 demo king House had the largest audience via DVR viewing with 3.583 million viewers via DVRs. NBC’s Heroes was second with a DVR viewing audience of 2.903 million. Rounding out the top ten for the largest DVR audiences were Desperate Housewives, Fringe, NCIS, Survivor:Gabon, Bones, Criminal Minds, Two and A Half Men and CSI:Miami.
The CW’s 90210 had the top show for percentage increase over their Live audience increasing 41.1% in Live+7 viewing. Rounding out the top 10 for largest % increase via DVR viewing were Heroes, House, Privileged, Terminator: Sarah Connor Chronicles, Fringe, Prison Break, Gossip Girl and America’s Top Model.
Although we know now that DVR viewing past the airdate is entirely meaningless to the show’s advertising revenue and likely its ultimate success, we like seeing the trends regardless.
Greatest % Increase from Time-Shifting for Broadcast TV Shows:
| Rank | Programs | Network | Persons Live+7 (000s) | Persons Live (000s) | Time-shifted Audience (000s) | % increase from Live to Live+7 |
| 1 | 90210 | CW | 3,801 | 2,694 | 1,107 | 41.1% |
| 2 | HEROES | NBC | 11,124 | 8,221 | 2,903 | 35.3% |
| 3 | HOUSE | FOX | 14,962 | 11,379 | 3,583 | 31.5% |
| 4 | PRIVILEGED | CW | 2,212 | 1,692 | 520 | 30.7% |
| 5 | TERMINATOR: SARAH CONNOR CHRONICLES | FOX | 6,195 | 4,740 | 1,455 | 30.7% |
| 6 | FRINGE | FOX | 11,721 | 8,997 | 2,724 | 30.3% |
| 7 | PRISON BREAK | FOX | 6,008 | 4,671 | 1,337 | 28.6% |
| 8 | GOSSIP GIRL | CW | 3,794 | 2,961 | 833 | 28.1% |
| 9 | AMERICA’S TOP MODEL | CW | 4,459 | 3,489 | 970 | 27.8% |
| 10 | LIPSTICK JUNGLE | NBC | 6,357 | 5,022 | 1,335 | 26.6% |
| 11 | SUPERNATURAL | CW | 4,049 | 3,217 | 832 | 25.9% |
| 12 | PRIVATE PRACTICE | ABC | 9,224 | 7,375 | 1,849 | 25.1% |
| 13 | BONES | FOX | 11,201 | 8,972 | 2,229 | 24.8% |
| 14 | ONE TREE HILL | CW | 3,791 | 3,037 | 754 | 24.8% |
| 15 | SMALLVILLE | CW | 4,614 | 3,701 | 913 | 24.7% |
| 16 | CHUCK | NBC | 7,600 | 6,136 | 1,464 | 23.9% |
| 17 | LIFE | NBC | 6,373 | 5,248 | 1,125 | 21.4% |
| 18 | DESPERATE HOUSEWIVES | ABC | 17,090 | 14,207 | 2,883 | 20.3% |
| 19 | PUSHING DAISIES | ABC | 6,893 | 5,755 | 1,138 | 19.8% |
| 20 | SURVIVOR: GABON | CBS | 14,052 | 11,777 | 2,275 | 19.3% |
The % Time-shifting table ranks which of the Top 150 broadcast shows [by Live+7 viewers] had the largest % increase in viewing between Live audience and Live+7 audience numbers from viewers watching shows later on their digital video recorders (DVRs).
~~~~~
And in a related article, just like I thought...
DVR Viewing Past Airdate Meaningless to TV Revenue
Posted on 16 October 2008 by Bill Gorman
We got a peak at the C+3 commercial ratings for the first week (September 22-28) of the season via articles today in TVWeek and MediaDailyNews. Those C+3 commercial ratings, which we do not have regular access to, measure how many people actually watched the commercials in shows within 3 days of the airdate. We have been told by many people in the industry that it’s these C+3 ratings that advertisers base their rates on. So, C+3 commercial ratings are all that matters. All the other numbers on our site, and pretty much everything you see elsewhere in the media, are program ratings which measure program not commercial viewing.
The stories revealed the C+3 adults 18-49 ratings for the top 10 shows and the top 4 networks on average for the week of September 22-28, 2008. The Live+SD 18-49 data is from information we regularly get from Nielsen.
| Show | Net | 18-49 C+3 commercial rating | Live+SD 18-49 program rating | C+3/ Live+SD ratio |
| Grey’s Anatomy | ABC | 6.97 | 7.4 | 94% |
| Sunday Night Football | NBC | 6.47 | 6.9 | 94% |
| Desperate Housewives | ABC | 6.35 | 7.1 | 89% |
| CSI: Miami | CBS | 4.99 | 5.2 | 96% |
| Dancing With the Stars | ABC | 4.86 | 5.3 | 92% |
| House | FOX | 4.72 | 5.1 | 93% |
| Two and A Half Men | CBS | 4.72 | 5.3 | 89% |
| The OT | FOX | 4.59 | 4.9 | 94% |
| NFL Pre-Kick Sunday | NBC | 4.46 | 4.5 | 99% |
| Fringe | FOX | 4.10 | 4.1 | 100% |
| Network | 18-49 C+3 commercial rating | Live+SD 18-49 program rating | C+3/ Live+SD ratio |
| ABC | 3.49 | 3.8 | 92% |
| NBC | 3.14 | 3.3 | 95% |
| CBS | 2.83 | 3.1 | 91% |
| FOX | 2.65 | 3.0 | 88% |
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I draw a few conclusions from these numbers:
- DVR viewing past the airdate is meaningless for show revenue. In no cases was the C+3 commercial rating greater than the Live+SD program rating, so no viewing numbers past the time period covered by Live+SD are meaningful for advertising revenue. Networks may tout, and we may track, Live+7 DVR viewing, but it’s not meaningful to the business. Fans hanging their hopes on show renewal based on Live+7 audiences should take this to heart.
