Nielsen Report: Moving Beyond 7 Days Of Time-Shifted Viewing
Nielsen, in a new Cross-Platform Report release, says 5% of viewing happens beyond seven days of time-shifting (up to 28 days) for the top ten shows. Much of this does occur with special interest TV shows -- like science fiction.
But looking at overall TV viewing beyond seven days for all programs, much of this viewing is negligible: Broadcast TV tallies 1.1% viewing beyond seven days; for cable TV programs this comes to 0.6% beyond seven days; and syndication is at 0.3%.
The highest viewing still occurs on a live basis. For broadcast, live viewing amounts to 87.2% of all viewing; cable is at 93.3%; and syndication is at 94.4%.
Nielsen says live-plus-same-day time-shifted viewing is at 5.5% for broadcast, 3.4% for cable, and 3.4% for syndication. Looking at viewing within seven days -- after live airings -- broadcast programs average 6.1%; cable, 2.8%; and syndication, 1.9%.
Nielsen says traditional TV viewing was up nearly 80% in the fourth quarter 2012 versus the year before period -- all this coming from live, time-shifted viewing, DVDs, and game console use. It says U.S. TV viewers spent five hours a week on a computer screen using the Internet and watching video content.