DVR Ratings to be Released October 16
Nielsen will release TV ratings for shows watched on DVR during the premiere week on Tuesday, October 16. Because the penetration of digital recorders in the US doubled over the past year, some shows may benefit by as much as 20%. For this reason the networks will be holding off any decisions about cancellations or rescheduling until then.
As Variety reports, the DVR penetration in the US has grown from 9% in September 2006 to over 20% at the same time this year and it continues to grow.
That means a lot of shows are getting substantial additional audience via the DVR platform, especially in affluent or tech-savvy homes.
Some shows benefit from DVR more than other - last year "LOST" and "24" were the most popular time-delayed programs.
Although Nielsen already includes DVR data for same-day viewing in the official live ratings, the networks would like to add audiences for up to 7 days.
The DVR usage is particularly high for 10 p.m. shows - they are often watched the following day because people are busy watching shows recorded earlier in the evening or they do not wish to stay up so late.
Experts believe the DVR penetration will grow to about 25% by the end of the season and may ultimately go up to 40%.