• by Wayne Friedman , December 5, 2005

When it comes to users of digital video recording, advertisers shouldn't worry about commercial-skipping technology with syndication programs.

The Syndicated Network Television Association says among DVR users, 80 percent of viewing is live, versus 48 percent for network prime-time shows. This comes from TiVo Nielsen household data during May 2005.

In other data, the SNTA says that 93 percent of DVR users view programming live or within 24 hours of airing. Network prime time, among DVR users, is viewed live or within 24 hours 78 percent of the time.

Some program analysts might wonder if the results are skewed because much syndicated viewing comes in daytime. But the SNTA says that 73 percent of its daytime talk shows are viewed live--versus 46 percent of network soaps. When it comes to viewing live or 24 hours later, the results are way closer--syndicated talk is viewed 90 percent of the time, network soaps are at 85 percent.

Other data points in the same direction: Ninety-seven percent of DVR users watch syndicated entertainment news shows live or within 24 hours versus 86 percent for networks' prime news magazines.

Ninety-two percent of DVR users watch syndicated sitcoms live or within 24 hours, versus 77 percent of network prime-time sitcoms. Syndication touts that with DVR technology clearly being used to time-shift shows and to skip commercials, all this news is good news for advertisers.

Mitch Burg, president of the SNTA, says in a release: "these timely findings build upon syndication's already substantial ROI advantage that includes higher commercial recall, superior audience retention, greater reach and more GRPs."