Although advertisers don't pay for seven days of viewing, more top network TV shows are grabbing big week-long DVR viewership -- with many programs
now getting a 50% increase from time-shifted viewing.
Many shows until recently were only gaining 30% to 40% higher numbers when including a week's worth of time-shifted viewership. But now, many programs are registering much higher numbers, for the most recent reporting week in late October.
This growing research has pushed senior TV-media executives to seek a change in the way they make deals with advertisers -- possibly looking to extend from the current three-day media deal model, the live average commercial ratings plus three days of DVR playback metric (C3).
For example, ABC's top-rated "Modern Family" scored a 7.3 rating among 18-49 viewers in looking at live plus seven days of time-shifting, a 49% hike over its more closely watched 4.9 live-plus-same-day.
ABC's "Grey's Anatomy" registered a 63% gain -- to a total 4.9 after seven days. Fox's "New Girl" is now at a 55.6%, with a total 4.2 rating among 18-49 viewers after seven days. Another ABC show, "Revenge," saw a 48.1% improvement to a 4.0 rating.
ABC's "Private Practice," in its last season, almost registered the same time-shifted rating as its live-same day rating: a 1.2 versus a 1.4. Time-shifting gave the show a top 85% gain over its live-same day numbers.
CBS' best time-shifted results came from its top-rated comedy "Big Bang Theory," scoring a 44% lift to reach a total 7.2 rating. New show "Elementary" took in a total 3.4 rating, with a 54.5% gain.
NBC had its top time-shifted program "The Office" with a 55% gain from time-shifting, for a 3.1 total rating. "Parenthood" had a 52.6% improvement, to a 2.9 rating.
NBC's "The Voice" was the only reality show to make the top list of 25 network program entries. Its Monday show was at a 5.3 total rating, up 23.3%; "Voice"'s Tuesday show had a 5.1 total rating, for a 18.5% lift.