Broadcast TV Nets Benefit From Time-Shifting

Incorporating seven days of program viewing data for selling metrics to TV advertisers, broadcast networks continue to see growth in time-shifting for their top shows.

In terms of pure 18-49 ratings, CBS’s “Big Bang Theory” tacked on a 2.6 rating among 18-49 viewers after its initial live airing. That’s a 49% rise, totaling a live-plus-seven day rating of 7.9. “Bang” continues as the top live-plus-same-day rated show. In its most recent outing -- Nov. 18 through 24 -- it earned a 5.3 rating.

ABC’s “Modern Family” is next, with an additional 2.1 rating points (a 62% hike) to total 5.5 after seven days.

ABC’s “Grey’s Anatomy” is in third place when it comes to time-shifting -- at a 1.8 rating (up 69%). ABC’s “Marvel Agents of S.H.I.E.L.D.” and ABC’s “Scandal” each had an increase of 1.6 -- with “Agents” climbing 67% to a 4.0 rating and “Scandal” up 55% to a 4.5 rating.

In terms of the largest percentage growth from its live airing, NBC’s “Parenthood” and CBS’ “Elementary” each were boosted 83% from their live airings. “Parenthood” totaled a 2.2 rating and “Elementary” saw a 3.3 rating.

In terms of pure 18-49 audience additions from time-shifting, CBS and ABC each had four shows in the top 10 and Fox had two shows. The best results for NBC in this category came from “Parenthood," which landed in a three-way tie for 16th place, along with NBC’s “Chicago Fire” and Fox’s “Almost Human.”



5 comments about "Broadcast TV Nets Benefit From Time-Shifting".
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  1. Douglas Ferguson from College of Charleston, December 10, 2013 at 8:33 a.m.

    The audience gets to watch hour-long shows in 42 minutes, so it's a win-win (except for the advertisers).

  2. Mike Einstein from the Brothers Einstein, December 10, 2013 at 9:24 a.m.

    So how do you price a spot in a time-shifted program? Do you just add up all the impressions at the end of 7 days and come up with a price? And what happens to the concept of dayparts? The TV guys have never had so much smoke and as many mirrors as they have now -- thicker smoke and even shinier mirrors than the digital folks, and that's saying something!

  3. Edmund Singleton from Winstion Communications, December 11, 2013 at 6:07 a.m.

    I understand that viewing commercials is the price one must pay to view programing but not an on-screen logo, I will view programing anywhere on any device to avoid them...

  4. Mike Einstein from the Brothers Einstein, December 11, 2013 at 11:54 a.m.

    Edmund, Tolerating commercials, not viewing them, is the price we pay (plus a couple hundred bucks a month to the cable guy).

  5. Edmund Singleton from Winstion Communications, December 12, 2013 at 5:56 a.m.

    Mike, is that what you pay? And how many commercials do you view a month?

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