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TIME-SHIFTED VIEWING

TIME-SHIFTED VIEWING. Prior to 2006, households with Personal or Digital Video Recorders (PVRs/DVRs) were excluded from Nielsen Media Research reporting samples.

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TIME-SHIFTED VIEWING

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  1. TIME-SHIFTED VIEWING

  2. Prior to 2006, households with Personal or Digital Video Recorders (PVRs/DVRs) were excluded from Nielsen Media Research reporting samples. Beginning with week of 12/26/05 Nielsen started to measure time-shifted viewing from PVRs/DVRs in its local and national syndicated services utilizing an A/P meter. The active/passive (A/P) meter serves as the cornerstone for identifying time-shifting activity in all metered samples (both National and Local). Rolled out to technically difficult homes first. MEASUREMENT

  3. DVR penetration is currently at 12% (Jan, ‘07) DVR homes tend to be younger; more upscale Are high tech with lots of other electronic equipment Very highly concentrated in digital homes More than 20% have more than one DVR More Co-Viewing occurs in playback than in live WHAT DO WE KNOW ABOUT DVR HOMES Source: Nielsen.

  4. Majority of content is viewed within 24 hrs of being recorded. Among 18-34 year old viewers in DVR households Virtually all sports and news playback occurs within the same day 85% of playback for daytime dramas occurs within the same day 75% of playback of sitcoms and primetime dramas occurs within the same day More playback occurs with broadcast programming Diary homes time-shifted viewing is very similar to meter homes WHAT DO WE KNOW ABOUT DVR HOMES Source: Nielsen.

  5. STREAMS OF VIEWING NATIONAL SAMPLE 3 STREAMS LOCAL SAMPLE 2 STREAMS Live & Live+SD delivered on a daily basis. Live + 7 delivered two weeks following completion of each Monday-Sunday week.

  6. There are only about 1,130 DVR homes included in the national sample as of March 2007. More playback occurs with Broadcast programming. More time-shifted viewing occurs among Persons 25-34 As more DVR homes continue to be counted and included in the sample, additional shifts/ increases will emerge. PRIMETIME TIME-SHIFTED VIEWING OBSERVATIONS

  7. DVR Viewing of Programs and Commercials Varies Based on Time Elapsed Between Original Airing and Playback DVR playback that occurs closest to the original telecast retains more of the audience during commercials than DVR playback that occurs further out. Program v. Commercial Ratings

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