Ad-Supported Cable Ups TV's Viewing Numbers, Time-Shifted TV Climbs

People-watch-TV-3AFirst-quarter 2013 so far has brought more overall TV viewing for U.S. consumers -- with ad-supported cable TV a big contributor, as well as "other" TV viewing.

The average hours of TV viewing per person per week climbed to 36 hours, up from 35.6 hours in the first quarter of 2012. This was down from 2011 total at 36.2 hours and higher that the 35 hours in 2008, according to a Turner Broadcasting research report via Nielsen data through March 10.

Ad-supported cable TV contributed 17.9 hours, up from 17.6 hours the two previous years. All this occurred while the four broadcast networks viewing dipped again, down to 8.4 hours from 8.5 hours in 2012. The broadcast networks were at 9.4 hours in 2008.

Another major factor are networks in the "other" category: Turner includes the CW, ION, the Spanish-language broadcast networks, other independent networks, Disney, premium pay channels and all other tuning. This category was up to 9.7 hours from 9.4 hours in the first quarter of 2012. This category was at 9.1 hours in 2008.

Although time-shifted viewing has generally taken some inroads in total viewing, the first quarter of 2013 so far has seen live viewing actually inch up to 32.9 hours a week from 32.8 hours. In 2008, live viewing was at 33.6 hours per week per person.

Time-shifted viewing also climbed during the period -- now at 3.0 hours a week per person up over 2.8 hours a year ago. Time shifting viewing was at 1.4 hours in 2008.

Turner now says as of February 2013, digital-video recorders are in 47% or all TV homes and 50% of all TV viewers, up from 43.3% and 46.0% respectively. In 2008, DVRs were in 23% of TV homes and 25.3% of all TV viewers.

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