Time-Shifting of Shows is Extending Prime Time to Later in the Evening
DVR Users Comprise Three Distinct Groups Based on How Much They Time-Shift
LAS VEGAS, Feb. 14 /PRNewswire/ -- Playback from Digital Video
Recorders (DVRs) is increasing the amount of time people spend watching
television, according to new data from The Nielsen Company. In comparing
total television usage (Live viewing plus DVR playback) for persons 18-49
in November, 2007 to total television usage in November, 2005 (before
Nielsen measured DVR homes and penetration was very low) Nielsen found that
viewing had increased slightly throughout the day, and was three percent
higher at 9:00 p.m. and five percent higher between 11:00 p.m. and
midnight.
This has implications for primetime viewing levels in the future
because as the number of DVR households in the U.S. population grows, DVR
prime time viewing levels will likely rise as well.
Nielsen also reported that the traditional prime time period between 8
PM - 11PM was expanding because people are watching the shows they recorded
later the same evening. In fact, by creating their own "personal television
schedules," viewers are pushing prime time as far back as midnight. Nielsen
found that DVR playback peaks at 9 to 10 pm with eleven percent of viewers
age 18-49 in DVR homes playing back recorded programming on their DVRs,
while between 11:00 p.m. and midnight seven percent of people are playing
programming back.
The information was presented today at Nielsen's Client Meeting on
Audience Measurement in Las Vegas, Nevada. The event is attended by more
than 600 television, online, mobile, advertiser and agency clients from
around the world, as well as by senior Nielsen management, including CEO
David Calhoun.
"Consumers are increasingly making time-shifted viewing an important
part of their overall television experience, and are beginning to change
traditional TV models," said Patricia McDonough, Senior Vice President of
Insights Analysis and Policy at Nielsen Media Research. "DVR playback has
added to TV usage, particularly during the most watched hours of the day,
as viewers take advantage of their ability to watch their favorite shows
according to their own schedules."
Providing new insights into time-shifted audiences, Nielsen identified
three distinct groups of DVR users based on how much they time-shift:
-- Heavy Shifters are primarily middle income women, ages 18-49, who
record and later watch nearly 26 hours of television- or about half of
their TV viewing - a week. Males, 18-34, are least likely to fall into
this group.
-- Medium Shifters watch somewhat more television than the average person;
and about a third of their viewing is time-shifted.
-- Light Shifters, who represent nearly 70% of all persons in DVR
households, watch less television than the average viewer. With incomes
that exceed $100,000 and the most prone to own a high definition TV
set, they spend only about 10% of their television time with time
shifted programming, watching shows they would otherwise have missed.
Nielsen also reported that time-shifting is not evenly distributed by
forms of programs. As would be expected, most viewers prefer to watch news,
sports and movies live. On the other hand, general dramas, such as House,
Grey's Anatomy and Heroes, are most often recorded and viewed later, and
account for one-third of all time-shifted content.
Among other types of programming that is heavily time-shifted are talk
shows like Oprah; soap operas like The Young and Restless; and reality
television shows such as Survivor, The Biggest Loser and Dancing With the
Stars.
About The Nielsen Company
The Nielsen Company is a global information and media company with
leading market positions in marketing information (ACNielsen), media
information (Nielsen Media Research), online intelligence (NetRatings and
BuzzMetrics), mobile measurement, trade shows and business publications
(Billboard, The Hollywood Reporter, Adweek). The privately held company is
active in more than 100 countries, with headquarters in Haarlem, the
Netherlands, and New York, USA. For more information, please visit
http://www.nielsen.com .
Contact:
Anne Elliot
(813)366-3556
SOURCE The Nielsen Company
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Related links:
http://www.nielsen.com
CONTACT:
Anne Elliot of The Nielsen Company,
+1-813-366-3556
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