Digital video recording usage in the summer isn't up to the same levels of usage during the regular season--and that could be good news for advertisers.
Recent data from TiVo, the Alviso,
Calif.-digital recording service, shows that more viewers are primarily watching prime-time shows live in the summer than during the regular season.
Of the 25 top-rated shows in TiVo's
universe of 3.3 million homes, 21 were primarily viewed live during the summer. Only four were primarily recorded--including Fox's "Family Guy," "House," "American Dad," and WB's "Beauty and The
Geek."
This pattern is the exact opposite of the regular season, when 21 shows were primarily recorded, and only four were seen primarily live. The shows mainly viewed live included CBS'
"Without a Trace" and "Cold Case"; ABC's "Extreme Makeover: Home Edition;" and NBC's "Saturday Night Live."
"TV viewing in the summer is more spontaneous--there's not as much appointment
viewing," said Nina Kanter, director of communications analysis for MPG USA. "And therefore, when they do watch television, they tend to watch something live."
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More recorded viewing
takes place in the regular season because viewers don't want to miss any of their shows when they have long-term viewing commitments, says Kanter. In addition, with many short-episode reality shows
running in the summer, viewers aren't as committed to TV.
In contrast to dire predictions about DVRs' commercial-skipping technology, this research gives advertisers some positive
trends.
"There are getting more live viewing and less risk of viewers fast-forwarding and watching in playback, " said Kanter. "It might actually give more [advertising] value to the
summer repeats or the summer series. Even though the ratings are smaller, they are viewing shows live."
Other analysts are quick to note that DVR usage is still relatively new, and this
research doesn't necessarily mean that when more of the U.S. TV population has the technology, they will be using it the same way.
"Next summer the penetration could double, and things
could be entirely different," says Brad Adgate, senior vp of corporate research and director of Horizon Media. "DVR usage is expected to grow by leaps and bounds. If it's 7 percent now and 10 percent
in January, it could certainly be a lot different next summer. You are only finding out right now how early adopters are using it."
Researchers say TiVo's description of the terms
"primarily recorded" and "primarily viewed" refer to actions done more 50 percent of the time. A TiVo spokeswoman had no comment concerning the story.
In TiVo
homes summer shows are mostly viewed live
(Week of 6/19-6-25)
Show | Rating of TiVo viewers | Primary viewing mode |
Dancing With the Stars (ABC)
| 11.07% | Live |
NBA Basketball--Thurs (ABC) | 9.96% | Live |
Family Guy (Fox) | 8.41% | Recorded |
NBA Basketball--Tues (ABC) | 7.40% | Live |
NBA Basketball --Sunday (ABC) | 7.11% | Live |
Hell's Kitchen (Fox) | 6.7% | Live |
During the Fall season, TiVo homes mostly record shows.
(Week of
5/8-5/14)
Show | Rating of TiVo viewers | Primary viewing mode |
Desperate Housewives (ABC) | 31.41%
| Recorded |
American Idol -- Tues
(Fox) | 26.40% | Recorded |
American Idol -- Wed (Fox) | 23.38% | Recorded |
Lost (ABC) | 22.39% | Recorded |
The Apprentice (NBC) | 22.38% | Recorded |
Survivor: Palau (CBS)
| 20.66% | Recorded |
Source: TiVo Inc.