Magna: DVR Usage Climbs
Time-shifting now accounts for 9% of national ratings
June 23, 2008 -By John Consoli
DVR impact on broadcast ratings is significant and growing, according to data released by media agency buying unit Magna Global USA. Magna’s research shows that while less than one fourth of all U.S. TV homes have DVRs, they account for 9 percent of the Big Five networks’ TV ratings, and 15 percent of viewing by adults 18-49.
Steve Sternberg, executive vp of audience analysis for Magna, said that while only 25 percent of TV homes have DVRs, those homes “use them with a vengeance.” Sternberg added the current impact of DVR viewing on ratings is twice as high as the impact of VCRs when they were in 90 percent of TV homes.
Magna is projecting that by 2012, DVR penetration will increase from its current 23 percent to 37 percent of TV homes. At that point, nearly 25 percent of all prime-time viewing on the broadcast networks among adults 18-49 is forecast to be time-shifted.
The Magna study shows that there is little correlation between rating size of a show and its percentage of DVR playback. But it also shows there is a clear link between the program genre and the amount of time-shifted viewing.
Regardless of audience size, action and sci-fi dramas all have above-average DVR playback. Leading the way among adults 18-49 are NBC’s Heroes and ABC’s Lost. Other shows with a higher DVR playback than the average prime-time series are CW’s Reaper, Smallville and Supernatural, Fox’s The Sarah Connor Chronicles and Prison Break, ABC’s Pushing Daisies, and CBS’ Ghost Whisperer and The Unit.
Serialized dramas like CW’s One Tree Hill and NBC’s Friday Night Lights also had higher-than-average DVR playback.
Additionally, the study showed that while more women watch prime-time shows than men, that there is “very little difference” in the amount of DVR viewing done by women and men.
