"The Office" leads ad viewing amongst DVR users

from mediaweek

Ads on NBC's 'Office' Are Most-Viewed in DVR Playback
John Consoli

NBC?s The Office has the highest percentage of people watching its
commercials when including three days of DVR playback, compared to the
live-only program rating, according to commercial rating data released
today (May 31) by Nielsen Media Research.

The Office averaged a 3.11 18-49 program rating, but that rises to a
3.36 live plus three-day commercial rating, 8 percent higher.

Other prime-time shows that have a higher viewing of commercials in
live plus-three day DVR viewing are: Fox?s animated Family Guy and Fox
drama Bones (both 5 percent higher viewing of commercials); CW?s
Smallville, ABC?s Grey?s Anatomy and Fox?s 24 (all four percent higher
viewing of commercials); and NBC?s My Name is Earl and Medium, and
CBS? Numb3rs and Jericho (each three percent higher viewing of
comericals).

That Nielsen data is for the week of April 30-May 5.

Nielsen said among households with DVRs, the average prime-time
broadcast television program audience increases 40 percent when
including same day DVR playback, and 73 percent when including three
days of playback. Audiences for commercial minute ratings within the
broadcast networks increase 18 percent for live DVR viewing and 32
percent when including three days of playback. So viewing in playback
overall is about twice that of the commercial viewing in playback.

Media buyers and the broadcast networks seem to have agreed that in
the upcoming upfront, live plus three-day DVR viewing will be the
currency that is used in negotiating.

Ten percent of all broadcast television prime-time viewing in the
18-49 demo is now seen via DVR playback, according to Nielsen data.
Only three percent of cable programming is seen via DVR playback, and
only 2 percent of syndicated shows are watched via DVRs.

Among households with DVRs, 95 percent of all broadcast prime-time
programming is watched by viewers within three days of the live
telecast, compared to 85 percent of cable and 84 percent of
syndication.

The Nielsen Data released today is for the a period dating back to
April 30 and includes an Average Commercial Minute electronic data
file that will cover live viewing, live plus same day DVR playback and
live plus DVR playback for one, two, three and seven days. All
broadcast, cable and syndication programming is included in the new
average commercial minute electronic data file, which will supplement
commercial minute ratings data already available in Nielsen?s Npower
software and its All Minute Data File.
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