• by Wayne Friedman , August 15, 2007

Prime-time programs continue to benefit from time-shifting technology--with many top local TV markets witnessing large 14% to 22% increases in key viewer group ratings. In new research released by the Television Bureau of Advertising (TVB), the TV advertising group says rating-point increases of 2 points or more, in virtually all top markets, were common when it comes to household rating and popular demographic groups, 18-49 and 18-34, during the May sweeps period.

For instance, in Chicago, the market witnessed an 18.5% gain in 18-34 viewers when comparing live viewing plus seven days of DVR playback versus that of live-only viewing--a jump of 2.2 rating points to 14.1 in total. For 18-49 viewers, there was a 16.6% gain or 2.6 rating points to a collective 18.3 rating points.

In New York, 18-49 ratings improve by 13.3% and for 18-34 viewers, 17.4%. In Atlanta, it was 14.7% higher for 18-49 ratings and 15.5% gain for 18-34.

TVB's research suggests--like in previous DVR-related research--that young viewer groups were apt to time-shift more in prime time than older viewer groups.

While prime-time shows heavy gains, other dayparts benefited much less--especially in daytime. This data tends to discount earlier theories that daytime soap operas gained from time-shifted technologies.

In looking at five of the top TV markets--including the top three, New York, Los Angeles and Chicago, as well as Dallas and Atlanta--the increases were only 5.1% in comparing live plus seven days to live-only for 18-49 viewers, and a 4.3% improvement for 18-34 viewers.

In early-fringe time periods--from 5 p.m. to 6:30 p.m., a haven for news programming and sitcom reruns--the numbers only average a 1% expansion among for 18-49 viewers and an average 1.3% uptick for 18-34 viewers.

In the prime access daypart--7 p.m. to 8 p.m.--the time-shifting was also low, with 18-49 viewers contributing to increased time-shifted ratings by 2.5% and for 18-34 viewers, 1.7%.