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%.
Labels: Ratings, TV Business
posted by Justin Van De Kamp at
6:00 PM
4 Comments:
The problem with DVRs is people fast forward commercials and that's not good for business in TV. What I think the advantage of knowing the DVR ratings is, is that the network knows that the show has a strong following and that cancelling the show would leave a lot of angry viewers. They also know that they can make money on the show elsewhere.
That's true, although surprisingly as many as 40-50% of viewers actually do watch commercials on DVR, so Nielsen has come up with a special category tracking how many DVR viewers actually watch the ads.
Advertisers will look at those figures as well as the overall DVR figures for "plus 3 days".
Networks will on the other hand use "plus 7 days" data to tout their shows.
Free paris says....
Even though people fast forward through commercials, people still view the commercials in a faster view.
You may have noticed but commercials are being taped so that when viewed in fast forward, the company's logo or prominent images are still seen by the consumer.
People actually watch commercials on DVR? Wow, that's surprising. How do they know if people watch commericals though?
I guess with the growing use of DVR, the industry may have to shift a little to profit off of DVR usage.
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