Digital Video Recorders (DVRs) were once seen as the enemy by network television, but thanks to a new study from Nielsen, they are now best friends.
When DVRs first came on the market, and everyone was skipping the commercials, the network television companies had a fit over the loss of revenue. They tried to think of everything they could to get them banned, but nothing was happening, and so the two sides settled into an uneasy peace, but it was well know the networks still wanted them gone.
The New York Times has a story today how networks are now embracing DVRs because they are seeing not only ratings going up, but ad revenue increasing. According to the study, 46 percent of DVR owners between the ages of 18 to 49, the most desired demographic by ad buyers, are not skipping through the commercials. Seeing as 33 percent of homes now report having a DVR, compared to just 28 percent last year, this translates into a lot more ad views for advertisers.
Not only are the advertisers happy, but the networks are thrilled when they see how many viewers DVR playback adds to a show. Here is the breakdown of some of the biggest success from The New York Times story:
In the 18-to-49 group of viewers — the one prized by networks because most ad sales are directed there — Fox has the biggest percentage increase, from an average rating of 2.39 (which translates into about 2.5 million viewers) for its live programs to a 2.71 rating (about 3.1 million viewers) when the three-day DVR playback results are added in.
The numbers for ABC were a 2.5 rating live (2.87 million viewers) to a 2.81 (3.27 million) after three days. CBS had a 2.62 live (just over three million) and a 2.79 (3.2 million) after three days. NBC had 1.79 live (2.05 million) and 1.91 (2.19 million) after three days.
Individual shows have gained substantially. “House,” second among all shows in its live program rating (to “Grey’s Anatomy” on ABC), became the top show in terms of commercials viewed within three days with a 5.68 rating (about 6.53 million), gaining almost 18 percent. NBC’s comedy “The Office” had one of the single biggest gains — 26 percent from its live program rating — to 3.92 (4.5 million) for its rating including playbacks.
Keep in mind that all of this only reflects the first three days after the original broadcast of a show, but DVRs actually monitor up to 7 days, and the reports show numbers jump even more.
Personally I’m a huge fan of my TiVo DVR, and I watch next to nothing while it airs live any more as I am a huge commercial skipper. I don’t have time for them, so I would rather watch something even after it immediately airs just so I can skip those commercials. I’m shocked 46 percent of people sit through them, but to each their own.
