• Mediaweek, Tuesday, June 24, 2008 10 AM

Time-shifting now accounts for 9% of national ratings, according to a study by media-buying agency Magna Global USA. While less than one-fourth of all U.S. TV homes have DVRs, they account for 15% of viewing by adults younger than 50.

Magna executive Steve Sternberg says homes with DVRs "use them with a vengeance." The impact of DVR viewing on ratings is twice as high as the impact of VCRs when they were in 90% of TV homes. Magna is projecting that in four years, almost 25% of adult prime-time viewing on the broadcast networks will be time-shifted.

The Magna study shows that regardless of ratings, action and sci-fi dramas have above-average DVR playback. Serialized dramas, such as CW's "One Tree Hill" and NBC's "Friday Night Lights," also had higher-than-average DVR playback.

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