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.”
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The audience gets to watch hour-long shows in 42 minutes, so it's a win-win (except for the advertisers).
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!
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...
Edmund, Tolerating commercials, not viewing them, is the price we pay (plus a couple hundred bucks a month to the cable guy).
Mike, is that what you pay? And how many commercials do you view a month?