L7 Ratings Deliver Strong Results

by Wayne Friedman , December 10, 2012

Foxs-New-Girl-A As many TV network executives continue to talk about changing buying metrics for TV advertisers -- in an effort to be paid for a full week of time-shifting -- DVR viewing numbers continue to climb.

For the most recent reporting week, Nov. 19-25, Fox's "New Girl" posted strong results for the best improvement from time-shifting -- adding 75% to its live-plus-same-day viewership. That totalled a Nielsen 3.5 rating among 18-49 viewers through seven days (L7). It had a 2.0 18-49 live-plus-same-day rating.

NBC's "Revolution" tacked on 69%, climbing to a 4.4 L7 rating from a 2.6 number. ABC's "Revenge" grew 64% to a 3.6 rating from a 2.2 number. ABC's "Castle" gained 50% to a 3.0 from a 2.0. "Bones" took on 45%, rising to a 2.9 after seven days from a 2.0 live-only same day rating.

Young viewers of three CW shows also added a lot through time-shifting -- although these shows started off with lower initial live-only ratings than many broadcast network shows.

The CW's "90210" grew 75% to 0.7 rating among 18-49 viewers from a 0.4 number. "Hart of Dixie" added 60% to hit a 0.8 rating from a 0.5 rating; "Gossip Girl" gained 50% to reach a 0.6 from a 0.4.

Other notables: CBS' "The Mentalist" grew 44% to a 2.6; ABC's "Once Upon a Time" rose 42% to a 4.4; CBS' "Hawaii Five-0" gained 41% to a 3.1; CBS' "How I Met Your Mother" was 34% better to a 3.9; CBS' "NCIS" improved 33% to a 4.0; and Fox's Family Guy" was at a 3.8 rating, up 31% from its 2.9 live-only number.

broadcast networks, media measurement

4 comments about "L7 Ratings Deliver Strong Results".

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Douglas Ferguson from College of Charleston, December 11, 2012 at 9:26 a.m.
It might help to replace the word "time-shifting" with something more accurate, like "commercial-canceling" -- so then the networks might not pine for lost viewing. People record programs to watch the shows, not the commercials.
Reply

Paula Lynn from Who Else Unlimited, December 11, 2012 at 10:41 a.m.

Some people fast forward commercial time; others look down at their phones, tablets and laptops to do what they may not do while watching. Let's give the never ever a little break.

Mike Einstein from the Brothers Einstein, December 11, 2012 at 11:16 a.m.

Strong results for whom? Compelling consumers to toss out the same garbage twice is not a way to build brands. Brands have a hard enough time trying to reconcile a 3-rated show that has the effective audience reach of a 1-rated show (IPG Media Lab white paper). The suggestion that those of us willing to pay extra to avoid the commercials in "live-only" time will somehow tolerate them on "our" time is ludicrous and insulting. And logic tells me that any story proclaiming a 44% ratings increase to a 2.6 is nothing more than a vain attempt to temper the the reality that 97.4% of the audience is elsewhere avoiding some ads. You can rearrange the ratings deck chairs all you want, but most of the passengers have already abandoned ship.

Marc Goldstein from Media Solutions LLC, December 11, 2012 at 8:26 p.m.

Why put forth such a misleading article. The industry operates on C3 basis not live/same day. The comparison to make is C3 to C7 not the one you have focussed on.
Marc