• by Wayne Friedman , June 5, 2007

Nielsen's initial analysis of commercial ratings confirmed what syndication proponents have known for some time. When it comes to time-shifted viewing, syndication can be a friend to marketers.

The Syndicated Network Television Association points out that in DVR households, 75% of the time commercials in syndicated programs are seen live. This is well above network commercials 40% rate. Commercials in cable programs are seen 46% of the time. Syndication also fares well in DVR households when it comes to programming. There, syndie shows are seen 84% live. Cable also does well at 85%. Network come in at 58%.

Research analysts say one syndicated show stands in stark contrast to others: "The Oprah Winfrey Show"--it's perhaps the most recorded of all syndicated shows.

These findings, say analysts, bring good as well as potentially bad news. It's good for the advertiser that wants viewers to see their commercials. But there is a downside: "It says, no one records your shows. So, who really cares about your shows?," says one TV research executive.

Experts believe that because many syndicated shows air every day of the week--and some are double runs each day--that there isn't much need to record programs.

The SNTA notes that in DVR homes, syndicated commercials retain 96% of 18-49 viewers for their comparative program ratings through seven days of playback. Pit that figure against the 84% for cable prime-time programs, and 70% for network prime-time fare.

The numbers are similar to those commercials played back in DVR homes. Seventy-five percent of the time, adult 18-49 viewers play back commercials in syndicated shows; those same viewers do it 46% of the time in cable programs, and 40% of the time among network prime-time shows.