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[opendtv] Nielsen releases digital TV recorder data
- From: "Manfredi, Albert E" <albert.e.manfredi@xxxxxxxxxx>
- To: <opendtv@xxxxxxxxxxxxx>
- Date: Mon, 4 Jun 2007 11:58:21 -0400
My bet is that if they included non-digital VCR households, the
percentage of viewing done with time-shifting would increase. As Nielsen
seems to be reporting it today, time-shift viewing amounts to only 42
percent of 17 percent, or 7.1 percent of the total.
Bert
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http://www.dtg.org.uk/news/news.php?id=2467
Nielsen releases digital TV recorder data
US audience measurement group Nielsen has started to release data
showing the impact digital TV recorders are having on shows broadcast by
the US networks. The networks called on Nielsen to provide time-shifted
data so they could give advertisers an idea of how many viewers were
watching live and later in playback mode.
Starting this week, Nielsen is offering its US clients data sets for the
viewing period beginning April 30 showing: live viewing; live viewing
plus playback on the same day; and live viewing plus playback for one,
two, three and seven days.
The data files allow clients to view individual minute ratings,
including commercial minutes, at any interval of playback ranging from
one minute delayed viewing to seven days.
"Today's launch of average commercial minute ratings culminates a
year-long effort to deliver a new way of measuring television viewing,"
said Sara Erichson, executive VP of client services at Nielsen Media
Research. "Nielsen worked very closely with all client groups to develop
this new measurement.
"Our clients will determine which of these data streams they want to use
for negotiating the buying and selling of advertising."
Key statistics on digital TV recorders released by Nielsen:
Around 17% of households in the US currently have digital TV recorders.
Within those households, 58% of broadcast primetime viewing takes place
live, with 42% occurring through some form of playback.
95% of all broadcast prime time viewing within these homes (live +
playback) takes place within three days of the live telecast.
Lovelace Consulting 04.06.2007
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