[opendtv] As DVRs Shift TV Habits, Ratings Calculations Follow

  • From: Monty Solomon <monty@xxxxxxxxxx>
  • To: undisclosed-recipient:;
  • Date: Sun, 13 Oct 2013 22:59:52 -0400

As DVRs Shift TV Habits, Ratings Calculations Follow

October 6, 2013

One day after Fox introduced the Headless Horseman drama "Sleepy 
Hollow" last month, the television world was impressed by its 
overnight rating, a 3.4 among adults age 18 to 49. Fox knew it would 
grow: based on last season's viewing trends, Fox figured the premiere 
episode would finish between a 5.1 and a 5.4 rating once seven days 
of digital video recorder playback were added.

Evidently, even the network's rosiest outlook wasn't rosy enough. 
When the seven-day data came in on Sunday, it showed that the 
premiere episode scored a 5.8 rating, a gain of fully two-thirds from 
its starting point.

That's what live television is these days - just a starting point. 
On-demand viewing behaviors, which have been reshaping television 
since the first TiVo DVR was shipped in 1999, are becoming more 
pronounced with each passing year, sometimes to the benefit of 
networks and advertisers and other times to their detriment.

What is notable about the start of the new fall TV season, according 
to network executives, is a surge in not just delayed viewing, but 
very-delayed viewing. Some people who might have previously 
time-shifted the new NBC drama "The Blacklist" by one day, for 
example, are now waiting longer to watch, partly because of the sheer 
number of shows on their mental to-watch lists.



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  • » [opendtv] As DVRs Shift TV Habits, Ratings Calculations Follow - Monty Solomon