Study Shows Decline in Ratings for DVR Viewing in Sync with Live TV
By Karla Robinson
November 20, 2012
November 20, 2012
- Recent Nielsen reports saw sharp declines in “live” viewing of the top broadcast networks, and television executives were quick to point the finger at digital video recorders. However, a new study shows that DVR viewing has fallen in sync with live viewing.
- According to Nielsen, Fox had 25 percent fewer viewers for both live viewing and delayed DVR viewing. Similarly, ABC lost 11 percent of its live viewers and 7 percent of its audience watching programming a week later. CBS had a 12 percent decline in live viewership and 10 percent in viewership measured up to a week after the show aired. NBC, however, saw a rise in both categories — 10 percent for live and 14 percent for delayed viewing.
- “The data are likely to underscore concerns about traditional television viewing, suggesting that people are either watching broadcast television shows through on-demand services, or are turning to alternatives such as online video,” the Wall Street Journal suggests.
- The article notes that the audience watching up to a week after the broadcast tends to be 30 percent larger on average than the audience of the initial airing.
- Networks are calling for advertisers to take into account viewing that occurs up to a week after when considering ad buys. Currently, only viewing delayed three days is considered, but even if the window is expanded, the networks are unlikely to see any increased ad revenue as DVR viewers typically skip ads.
- Some executives suggest a lack of buzzworthy shows or the presidential election could have effected declines. But analyst Todd Juenger is unsure.
- “One possibility is that fewer individuals in any given home are watching TV. ‘You could theorize that now the high school kid isn’t watching the TV anymore,’ Mr. Juenger said, adding that another culprit could be video on demand, which isn’t captured in time-delayed ratings.”
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