NBC is
getting what it wants from "The Jay Leno Show" and those 10 p.m. viewers who use DVRs: less time-shifting.
After the first two weeks of the "Leno" show, TiVo's Stop||Watch service, a survey
of its DVR users, says that 46% of "Leno" viewers time-shift the 10 p.m. show. This is versus 70% of NBC's viewers who time-shifted its 10 p.m. dramas a year ago.
NBC had positioned the Monday
through Friday "Leno" show as a way to lessen time-shifting -- something important to TV advertisers, especially time-sensitive marketers, such as movie companies and retailers.
But there is a
downside.
TiVo notes that those 10 p.m. NBC viewers are playing back those time-shifted "Leno" episodes within the hour of its broadcast. That number is 20% versus the 13% of a year ago with
NBC's dramas. This new activity cuts more into local TV stations' half-hour newscasts and NBC's own "The Tonight Show with Conan O'Brien," which starts at around 11:30 p.m. EST/PST.
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In a
release, Todd Juenger, vice president and general manager of TiVo Audience research and measurement, said: "Depending on who you ask, NBC's glass is either half full or half empty."
Currently,
ABC's programming during the 10 p.m. hour is being time-shifted 63% in TiVo homes, with 18% being played back within the hour. CBS is at 65% time-shifting for 10 p.m., with 16% being played back
within the hour.
Last year, over the same time period, ABC was at 62% time-shifting for 10 p.m. and 15% playback within the hour. CBS was at 65% time-shifting and 16% playback within the
hour.
TiVo Stop||Watch ratings service comes from a random sample of 250,000 TiVo subscribers, derived from second-by-second viewership.