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Television Viewing Behavior in DVR Households

Television Viewing Behavior in DVR Households. Pat McDonough SVP, Planning, Policy & Analysis. Agenda. Sample Characteristics Usage Patterns Commercial Retention. DVR Penetration National People Meter (NPM) Sample. 12.3%. 2007. 2006. Holiday Purchases NPM Households. As of 1/23/2007.

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Television Viewing Behavior in DVR Households

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  1. Television Viewing Behavior in DVR Households Pat McDonough SVP, Planning, Policy & Analysis

  2. Agenda • Sample Characteristics • Usage Patterns • Commercial Retention

  3. DVR PenetrationNational People Meter (NPM) Sample 12.3% 2007 2006

  4. Holiday PurchasesNPM Households As of 1/23/2007

  5. = 97% Sample CharacteristicsDVR vs. Non-DVR Households As of January 29, 2007

  6. Sample CharacteristicsDVR vs. Non-DVR Households As of January 29, 2007

  7. DVR vs. Non-DVR HouseholdsTechnologies As of January 29, 2007

  8. DVRs in the NPM Sample As of January 29, 2007

  9. Summary of DVR Sample Characteristics • Currently about 13% of the sample • Very highly concentrated in digital homes • Have young, upscale, large family,non-ethnic profile • Are high tech with lots of other electronic equipment • More than 20% have more than one DVR

  10. Usage Patterns • When are people using their DVRs to view recorded programming? • Do DVR homes watch television differently than non-DVR households? • Do people still use their VCRs?

  11. When do people use their DVRs?DVR Playback in DVR Households Persons 18-49 January 1-21, 2007

  12. DVR vs. Non-DVR HouseholdsUsage Comparisons Live Persons 18-49 January 1-21, 2007

  13. DVR vs. Non-DVR HouseholdsUsage Comparisons Live + SD Persons 18-49 January 1-21, 2007

  14. DVR vs. Non-DVR HouseholdsUsage Comparisons Live+7 Persons 18-49 January 1-21, 2007

  15. DVR vs. Non-DVR HouseholdsUsage Comparisons – Total Day Live+7 Persons 18-49 January 1-21, 2007

  16. VCR Contribution %Broadcast Prime

  17. VCR Contribution %Broadcast – Weekday Afternoon

  18. Co-Viewing in DVR HouseholdsEnglish Broadcast Prime Persons 18-49 January 1-21, 2007

  19. Shifted Viewing by Day - GenreEnglish Broadcast – Live + Playback DVR Households Persons 18-34 January 1-21, 2007

  20. Shifted Viewing by Day - GenreEnglish Broadcast – Live + Playback DVR Households Persons 18-34 January 1-21, 2007

  21. Shifted Viewing by Day - GenreSyndication – Live + Playback DVR Households Persons 18-34 January 1-21, 2007

  22. Shifted Viewing by Day - GenreSyndication – Live + Playback DVR Households Persons 18-34 January 1-21, 2007

  23. Shifted Viewing by Day - GenreCable – Live + Playback DVR Households Persons 18-34 January 1-21, 2007

  24. Shifted Viewing by Day - GenreCable – Live + Playback DVR Households Persons 18-34 January 1-21, 2007

  25. Usage Patterns Summary • When we look at Live+7 usage, Persons in DVR homes view similar amounts to all homes • More Co-Viewing in Playback than in Live • Definite pattern by genre of when DVR playback occurs with almost all news and sports events played back the same day

  26. Commercial Retention • The following charts will compare commercial retention across various streams of data within DVR households

  27. Shaded Area is Live+27 hours Commercial Retention - DVR HouseholdsEnglish Broadcast - Prime Persons 18-49 January 1-21, 2007

  28. Shaded Area is Live+27 hours Commercial Retention - DVR HouseholdsSpanish Broadcast - Prime Persons 18-49 January 1-21, 2007

  29. Shaded Area is Live+27 hours Commercial Retention - DVR HouseholdsAd-Supported Cable - Prime Persons 18-49 January 1-21, 2007

  30. Shaded Area is Live+27 hours Commercial Retention - DVR HouseholdsEnglish Broadcast - Prime Persons 18-34 January 1-21, 2007

  31. Shaded Area is Live+27 hours Commercial Retention - DVR HouseholdsEnglish Broadcast - Prime Persons 25-54 January 1-21, 2007

  32. Shaded Area is Live+27 hours Commercial Retention - DVR HouseholdsAd-Supported Cable - Prime Persons 18-34 January 1-21, 2007

  33. Shaded Area is Live+27 hours Commercial Retention - DVR HouseholdsAd-Supported Cable - Prime Persons 25-54 January 1-21, 2007

  34. Advertiser Schedule Cumes • The next few slides focus on the impact of time shifted viewing to Advertiser Schedules • Monitor-Plus schedules were used to look at the exact minute of the commercial

  35. Advertiser Schedule Cumes66 GRPs Persons 18-49 Brand:CLAIROL HERBAL ESSENCES SHAMPOO GRPs based on Live Data 245 Unit Schedule Mainly Cable and Broadcast Daytime November 2006

  36. Advertiser Schedule Cumes143 GRPs Persons 18-49 Brand:VICKS 44 THROAT REMEDIES GRPs based on Live Data 679 Unit Schedule 70% Cable mostly Weekday Afternoon November 2006

  37. Advertiser Schedule Cumes367 GRPs Persons 18-49 Brand:FORD FUSION AUTOS GRPs based on Live Data 840 Unit Schedule Prime and Late Night spots November 2006

  38. Chevy HHR Nationwide Insurance/ Bud Light Snickers Sierra Mist 2007 Super Bowl XLI CommercialsMultiple Views-DVR Households Persons 18-49

  39. Commercial Retention Summary • Near live play retains more of the audience to the commercials • Including Playback raises the reach but lowers the frequency • An event like the Super Bowl delivers multiple plays of popular commercials

  40. Other Technology Sample Trends-15 Years Universe Estimates DVD DVR

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