More Viewers Time-Shifting Top-Rated Shows

by Wayne Friedman , June 11, 2012

Grey-Anatomy-AA4 Many top-rated network TV shows generally witness lower overall ratings after seven days of live airing plus time-shifting in the 2011-2012 season. But many witnessed a greater percentage of their remaining viewers time-shifting those shows.

For example, ABC’s “Grey Anatomy” grew its incremental time-shifted Nielsen 18-49 program ratings to 41.7% of its total seven-days average (live program plus seven days, L7) for the 2011-2012 season. This was up from 34.1% in the 2010-2011 season. Yet its total ratings over that period slipped to 5.1 versus 5.5 of a year ago.

Fox’s “Glee” added on 43.3% to a 4.3 total Nielsen rating after seven days. It was at a 5.6 total seven-day program rating a year, where time-shifting gave it a 27.3% viewer bump.

NBC's “The Office” witnessed a 46.4% time-shifted hike to a 4.1 total number this season. This was up from its 35.1% gain a year ago and down from its 5.0 L7 number in the 2010-2011 season.

Although in its last season, Fox’s “House” grew to 48% from time-shifting, up from 33.3% a year ago. Its 18-49 rating was down to a 3.7 after seven days versus a 4.8 a year ago.

A few top-rated network shows grew in both categories -– higher total ratings after seven days and a higher percentage of time-shifting viewers:

This past season, ABC’s “Modern Family” grew its live plus seven days of time-shifting percentage 48% -- up from 37.8% a year ago, getting an overall to a 7.4 L7 ratings average versus a 6.2 year ago.

CBS’ “Big Bang Theory" -- in a new time period, Thursdays at 8 p.m. -- witnessed 41.7% of its total seven-day ratings coming from time-shifting to land at a 6.5 rating versus 27.5% and a 5.1 rating a year ago.

Much of the same conditions occurred among total viewers; many CBS dramas grew in the percentage of time-shifting with lower total viewership after seven days.

“The “Mentalist” added 26.5% from time-shifting versus 20.9% a year ago. It was down to an average 16.7 million viewers from 17.9 million average viewers after seven days. “Hawaii-Five 0” tacked on 31.5% more ratings from time-shifting against 29.8% a year ago. But it went lower to 14.0 million, as opposed to 14.2 million the year before.

“Criminal Minds” improved 24.9% from being time-shifted; it earned 19.2% a year ago. Total viewers were at 15.8 million in 2011-2012, versus 16.3 million in 2010-2012.

broadcast networks, media measurement, tv

6 comments about "More Viewers Time-Shifting Top-Rated Shows".

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Darrin Stephens from McMann & Tate, June 11, 2012 at 5:23 p.m.
The networks are touting these gains versus live- only ratings, a metric which no one, not the networks, ad agencies or the trade press, uses anymore.
When looking at C3 ratings (the currency of our business) and comparing it to live plus same day program ratings (which the networks most commonly quote in their daily PR), "Modern Family" actually under indexes slightly on the Adult 18-49 demographic.
Indeed, only two ABC series had higher C3 ratings than live plus same day for this season. "Private Practice" and "Revenge," which indexed 5% higher on C3.
Looking at all primetime series on the four major networks and NBC this season, less than 20% of them register a gain on C3 ratings versus Live plus same day.
Reply

John Grono from GAP Research, June 12, 2012 at 9:57 a.m.

But Darren, surely the definition of time-shifting means viewing of a programme 'not at the time of the original broadcast'. C3 is a commercial metric, while the time-shift is a content metric.

David Leider from Gas Station TV, June 12, 2012 at 10:49 a.m.

Full disclosure, I am the CEO of Gas Station TV (a completive video network), and have a vested interest in my comments:

Conveniently absent from the article is the fact that time shifting = some level of DVR ad skipping. It would be interesting to add that metric into the viewership equation.

Paula Lynn from Who Else Unlimited, June 12, 2012 at 11:16 a.m.

Changes will occur when time sensitive spots will be able to be swapped with updated spots with a certain number non-skipable like a "live later".

John Grono from GAP Research, June 12, 2012 at 8:33 p.m.

David, while I can't comment on the US situation, here in Australia any playback that is not done at normal speed and with the volume up is excluded from the TV ratings. So if you consider the C3 ratings (not that we use C3 here), the minute that contains the ad in the programme would not be counted for those people who fast-forwarded the ad break. At a programme level, if someone fast-forwarded the 15 minutes of ads in a 60 minute programme then they would only be counted as three-quarters of a viewer of that programme.

Fraser E from Opinions expressed herein are solely my own, June 12, 2012 at 8:37 p.m.

David, you're talking to media people, not prospects, and media people understand that Live Viewing also contains "some measure" of ad avoidance, and always has as long as people have had legs to get up and leave the room. Live Viewing doesn't just doesn't quantify it, and never has, but the phenomenon exists just the same.