Time-shifted Viewing Becomes ‘Local’ Phenomenon in US

Time-shifted Viewing Becomes ‘Local’ Phenomenon in US
– Top Local Markets Outpace National in Time-shifted Viewing
-Time-shifted Viewing of Prime Time Hits Reach up to 90% in
Some Markets
– Across Genres, Reality & Comedy Most Watched Time-Shifted

TVB released a report indicating that 43% of all time-shifted
viewing occurs on the same day that the program airs. The
report said 86% of all viewing of a program occurs on the same
day the show airs.

The not-for-profit broadcast association TVB analyzed Nielsen
data across 25 local people meter (LPM) markets, tracking the
first six weeks of the fall season of programming. Same day
time-shifted viewing in the top local markets in the US
outpaces the national time-shifted viewing. Local, same day,
time shifted content accounted for about 24% of all live
viewing in the LPM markets.

“Six weeks into the season it is clear that time-shifted
viewing has transcended ‘sampling’ and is becoming an
essential component of Local Broadcast Television viewing
behavior,” said Stacey Lynn Schulman, chief research officer
at TVB.

Local Markets See High Levels of TSV
Time-shifted viewing (TSV) for specific shows accounted for
impressive portions of the total viewing. Time shifted viewing
accounted for 79% of total viewing for prime time hit show
“New Girl” in the LPM market Houston in week 5; “Bones” saw
82% of time shifted viewing in San Francisco market in week 3;
and “Fringe” saw a whopping 91% of total viewing in week 6 was
time shifted in the Cleveland-Akron market.

In national broadcasts, 36% of viewers of “Fringe” in week 6
watched the show time-shifted; the same number watched “New
Girl” time shifted in week 5. The highest time-shifted viewing
was for “Parenthood” on NBC, which in week 5 saw 52% of
viewing was time-shifted.

“While same day, time-shifted viewing differed by program and
by market, multiple markets outpaced the national average each
week,” the report said. “An average of 11 of the top 25 LPM
markets over-indexed the national TSV [time-shifted viewing]
average per program.”

Reality, Comedy Most Watched Time-Shifted
The report found that TSV behaviors differ across genres of
programming. Reality TV shows and Comedy saw the most time-
shifted viewing in the six weeks of the season, and once
again, those numbers were high in the local markets. Twenty-
six percent of LPM reality TV viewing was same day, time-
shifted viewing, while for national broadcast, 20% of viewing
was time-shifted. For comedy programs, 27% of LPM viewing was
time-shifted, and 23% of national viewing was time-shifted.

Around 19% of animated programming in LPMs, and 15% of
national broadcast viewing was time-shifted. For dramas,
around 23% of viewing in LPMs was time-shifted, around 19% in
national broadcasts.

TVB said the data indicates live only data for programming is
missing a lot of the viewing picture.

“High levels of time shifted viewing in LPM markets reveal a
large number of impressions not accounted for when media
planning and buying is based on Live Only data,” the report
said.

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