• by Joe Mandese  @mp_joemandese, April 10, 2009

It's long been known that peak usage of time-shifting TV viewing technologies such as DVRs, video-on-demand, Slingboxes, and other devices, tends to occur during prime-time when the greatest concentration of the most desirable "counter-programming" is scheduled. But a new analysis released Thursday by DVR marketer TiVo finds that the volume of time-shifting activity is rising, and is concentrating around television's so-called "Family Hour," - 8 p.m. to 9 p.m.

The analysis, which comes from TiVo's syndicated Stop//Watch audience ratings service, analyzed time-shifted viewing of the Big 4 broadcast networks during the month of February, and found that time-shifting has become the dominant viewing behavior in TiVo households during all of network prime-time (8 p.m. to 11 p.m.), but that it is actually increasing for the 8 p.m. and 9 p.m. timeslots, and tens to taper off at 10 p.m.

Time-shifted viewing actually peaked at 59% of all viewing during the 9 p.m. hour, just a head of 58% for 8 p.m., and well ahead of 53% for 10 p.m.

TiVo did not give a reason for the differential, but the phenomenon could be a reflection of the type of programming available during the earlier prime-time hours, and the fact that it still tends to be more of the kind that households might view together, reflecting television's tradition of "family viewing" scheduling earlier in the evening.

"These findings underscore the fact that all broadcast prime-time timeslots are not created equal," stated Todd Juenger, vice president-general manager, TiVo Audience Research & Measurement. "According to our research, when a television is attached to a DVR, not only is a majority of broadcast network programming between 8 p.m. and 10 p.m. viewed in time-shifted mode, but, perhaps more importantly, 30% of this time-shifted viewing takes place within an hour of airing. So, it comes as no surprise that the 10 p.m. timeslot is getting squeezed from both sides. Much of the time-shifted viewing from the 8 p.m. and 9 p.m. airings stomps out the audience that would historically watch 10 p.m. programming in live mode."