[opendtv] Top US network shows gain DVR viewing
- From: "Manfredi, Albert E" <albert.e.manfredi@xxxxxxxxxx>
- To: <opendtv@xxxxxxxxxxxxx>
- Date: Tue, 1 May 2007 10:29:08 -0400
http://www.dtg.org.uk/news/news.php?class=countries&subclass=0&id=2403
Top US network shows gain DVR viewing
Audience research group Nielsen has released inaugural data on
timeshifted US network programmes. According to Nielsen, Fox's House and
ABC's Lost enjoyed the biggest lift due to playback using digital video
recorders (DVRs) in the first week of April.
House pulled in an additional 2.74m DVR viewers after its April 3
airing, while Lost gained an additional 2.47m viewers after its April 4
episode. The April 3 episode of American Idol on FOX was third with
2.45m viewers. On a percentage basis, The Office had the highest gain in
viewing with DVR playback, increasing viewership by more than 31%.
Nielsen's data will provide comfort for US networks since they
demonstrate to advertisers that DVRs can lift audience sizes. But that
uplift needs to be weighed against the fact that many viewers tend to
hit the fast-forward button during ad breaks.
Lovelace Consulting 01.05.2007
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