• by Wayne Friedman , October 16, 2012

Time-shifting of big broadcast network shows continues to climb, looking at the first weeks of the TV season. Many top 10 TV shows are now getting over 50% of their total weekly viewing audience from time-shifting.

ABC's "Modern Family" pulled in a Nielsen total 9.8 million key 18-49 viewers in its live airing and the seven days (L7 measure) that followed -- with 51.6% coming from time-shifting. CBS' "Big Bang Theory" grabbed 8.7 million total 18-49 viewers in L7, with 52% coming from time-shifting.

Other top shows include ABC's "Grey's Anatomy" at 7.5 million total 18-49 viewers, getting 47.1% of its total from time-shifting; NBC's new drama "Revolution" was at 7.3 million viewers with 50.7% coming from time-shifting. ABC's "Once Upon a Time" earned 6.7 million viewers, at 44.8%, while CBS' "NCIS" at 6.7 million total 18-49 viewers pulled in 43.4% from time-shifted playback.

CBS' "Person of Interest" was at 5.2 million and 40.6%; CBS' "Elementary" was at 5.7 million and 39.0%. ABC's "Revenge" hit 5.5 million and 45.6%, with CBS' "Criminal Minds" at 5.5 million and 41.4%.

Of the top 30 broadcast TV shows, second-year Fox comedy "New Girl," in 28th place, pulled in a leading 59.3% of its total audience -- 5.4 million -- from time-shifting.

Brad Adgate, senior vice president and corporate research director of Horizon Media, says the median age of virtually every show drops when time-shifting is included. He also notes that of the 20 most time-shifted programs, four were first-year programs: NBC's "Revolution," CBS' "Elementary," CBS" "Vegas" and ABC's "Last Resort."

Thus far in 2012, the top 10 broadcast shows have been getting 45.6% of its total audience (looking at its live premiere episode broadcast and seven days that followed) from time-shifted viewing. This compares to 41.6% in 2011.

Overall, U.S. television home penetration of DVR units/services is at 45.4% in September 2012. This compares with 42.1% in September 2011; and 38.1% in September 2010.

NBC's "Sunday Night Football" continues to be the most-watched show on television. But as with most live sports programming, it grabs low time-shifting numbers. Of its 11.3 million 18-49 viewers, 3.2% came from seven-day playback.