TiVo’s Stop||Watch(TM) Ratings Service Identifies Significant Timeshifting Among Network Premieres in January
- At Least 20% of the Highest Rated Season Premieres were Viewed Three Days or More After Original Airing, Beyond Industry’s ‘C3′ Ratings Window –
- Commercials Aired During NFL Football Games were the Most Watched, Though None Cracked the Top 10 in Timeshifted Viewing –
While certainly not uncommon for programs to debut in January, last year’s writers’ strike presented programming challenges for some of the networks. For example, ABC eschewed the fall premiere timetable and debuted its hit show Lost in January.
According to TiVo’s Stop||Watch(TM) ratings service six of the 7 network season premieres in January drew at least 50% of their audiences on a Timeshifted basis, with Lost and 24 leading the pack with 67% and 64% of viewers, respectively, recording the programs and tuning in later. American Idol was a close 3rd with 60% of its viewers watching on a Timeshifted basis, however the show also scored the highest Timeshifted rating at 11.5. Lost and 24 came in at 10.7 and 8.9, respectively.
Program Program Ratings Ratings Program Broadcast Total Timeshifted % Rank Episode Network Time Viewing Viewing Timeshifted 1. Lost ABC Wed JAN 21 at 9:00 PM 16.0 10.7 67% 2. 24 FOX Sun JAN 11 at 8:00 PM 13.9 8.9 64% 3. American FOX Tue JAN 13 Idol at 8:00 PM 19.2 11.5 60% 4. Scrubs ABC Tues JAN 6 at 9:00 PM 5.2 2.8 54% 5. Friday Night NBC Fri JAN 16 Lights at 9:00 PM 5.0 2.6 52% 6. The Bachelor ABC Mon JAN 5 at 8:00 PM 8.3 4.2 51% 7. The Biggest NBC Tue JAN 6 Loser at 8:00 PM 7.7 3.7 48% *Networks Considered: A&E, AMC, Animal, BET, Bravo, CNBC, CNN, Comedy, Court (TruTV), Discovery, E!, ESPN, ESPN2, ABC Family, FNC, Food, FX, HGTV, Lifetime, MSNBC, MTV, Nickelodeon, Oxygen, SciFi, Spike, TBS, TNT, Toon, Toon Disney, USA, VH1
Interestingly, 27% of viewers that watched Lost on a Timeshifted basis did so between three days and two weeks after it originally aired. Friday Night Lights and 24 both saw 20% of their viewers wait at least three days before watching the programs as well.
Time- Time- Time- % of shifted % of shifted % of Broad- shifted Time- 0-24 Time- 3-14 Time- Program Net- cast 0-1 Hour shifted Hours shifted Days shifted Episode work Time Rating Viewing Rating Viewing Rating Viewing Lost Wed JAN 21 ABC at 9:00 PM 2.7 25% 5.6 52% 2.9 27% 24 Sun JAN 11 FOX at 8:00 PM 2.7 30% 5.5 61% 1.8 20% American Tue JAN 13 Idol FOX at 8:00 PM 4.3 37% 8.4 73% 1.3 11% Scrubs Tues JAN 6 ABC at 9:00 PM 1.0 35% 1.8 66% 0.5 17% Friday Night Fri JAN 16 Lights NBC at 9:00 PM 0.8 29% 1.5 57% 0.5 20% The Mon JAN 5 Bachelor ABC at 8:00 PM 1.7 40% 3.2 75% 0.4 11% The Biggest Tue JAN 6 Loser NBC at 8:00 PM 1.7 45% 2.8 77% 0.4 11%
“The industry acquiescence to C3 ratings for the majority of business that gets transacted has often been described as a great compromise,” said
Several programs made their series debuts in January as well. And, while Timeshifting on the whole was lower than those experienced by season premieres during the month, these new programs struggled to garner any meaningful viewership numbers.
Program Program Ratings Ratings Program Broadcast Total Timeshifted % Rank Episode Network Time Viewing Viewing Timeshifted 1. Lie To Me FOX Wed JAN 21 at 9:03 PM 8.3 4.3 52% 2. True Beauty ABC Mon JAN 5 at 10:00 PM 6.0 2.7 45% 3. Superstars of NBC Sun JAN 4 Dance at 9:00 PM 6.4 2.6 41% 4. 13: FEAR IS CW Wed JAN 7 REAL at 8:00 PM 1.0 0.4 40% 5. Homeland ABC Tue JAN 6 Security USA at 8:00 PM 4.3 1.7 40% 6. Howie Do It NBC Fri JAN 9 at 8:00 PM 4.6 1.8 39% 7. Primetime: What ABC Tue JAN 6 Would You Do? at 10:00 PM 4.2 1.4 33% 8. Gameshow in My CBS Sat JAN 3 Head at 8:00PM 1.3 0.4 31% *Networks Considered: A&E, AMC, Animal, BET, Bravo, CNBC, CNN, Comedy, Court (TruTV), Discovery, E!, ESPN, ESPN2, ABC Family, FNC, Food, FX, HGTV, Lifetime, MSNBC, MTV, Nickelodeon, Oxygen, SciFi, Spike, TBS, TNT, Toon, Toon Disney, USA, VH1
Juenger said, “Similar to what we see with the season premieres – the highest rated programming with the most expensive advertising minutes experiencing the highest levels of Timeshifted viewing – here, again, we see the highest Timeshifted rated program, albeit on a smaller scale, in FOX’s Lie to Me, with more than half of its viewers opting to record the show and watch it later. Contrast that with programs like Homeland Security USA and Primetime: What Would You Do? both of which have smaller audiences but also much less Timeshifting. Certainly the correlation between highest audience and highest profitability has been altered forever. While networks will still look to hit shows for CPM premiums and promotional platforms, the mix of programming genres can be expected to rebalance toward a new equilibrium with a continuing increase of reality and news-oriented type formats.”
TiVo also unveiled the Top Ten commercials for
In the category of least fast-forwarded brands, it was a big month for Bud Light Beer, coming out on top on both the broadcast and cable lists. A rare occurrence, as there is seldom overlap between the lists.
Top Commercials -Total Brand Program Date Rating 1. Chevrolet Trucks Traverse NFL Football 11 - JAN 15.8 2. Activision Guitar Hero World Tour NFL Football 18 - JAN 15.3 3. Honda Autos Civic NFL Football 18 - JAN 15.3 4. Bud Light Beer NFL Football 18 - JAN 15.2 5. Bud Light Beer NFL Football 11 - JAN 15.1 6. Subway Restaurant NFL Football 11 - JAN 15.0 7. McDonalds Restaurant NFL Football 11 - JAN 15.0 8. Budweiser Beer NFL Football 18 - JAN 15.0 9. Sprint PCS Wireless Service NFL Football 11 - JAN 15.0 10. Sony Pink Panther 2 NFL Football 18 - JAN 14.9
Top Commercials - Timeshifted Brand Program Date Rating 1. Paramount Vantage Revolutionary Road Grey's Anatomy - ABC 8 - JAN 8.8 2. Nature Made Vitamins & Supplements Criminal Minds - CBS 14 - JAN 8.6 3. Sprint PCS Wireless Service 24 - FOX 11 - JAN 8.1 4. H&R Block Tax Service Desperate Consumer SVC Housewives - ABC 4 - JAN 7.0 5. Mytimetoquit.Com Online NUMB3RS - CBS 9 - JAN 6.9 6. Comcast ISP/PHONE/TV Grey's Anatomy - ABC 15 - JAN 6.7 7. Chevrolet Trucks Traverse Grey's Anatomy - ABC 22 - JAN 6.6 8. Glad Forceflex Trash Bags Grey's Anatomy - ABC 8 - JAN 6.6 9. Carnival Cruise Lines Desperate Cruises Housewives - ABC 4 - JAN 6.5 10. Mytimetoquit.com Online NUMB3RS - CBS 9 - JAN 6.4 *Networks Considered: A&E, AMC, Animal, BET, Bravo, CNBC, CNN, Comedy, Court (TruTV), Discovery, E!, ESPN, ESPN2, ABC Family, FNC, Food, FX, HGTV, Lifetime, MSNBC, MTV, Nickelodeon, Oxygen, SciFi, Spike, TBS, TNT, Toon, Toon Disney, USA, VH1
Top Programs - Total Program Network Date Rating 1. Grey's Anatomy ABC 8 - JAN 20.3 2. Grey's Anatomy ABC 15 - JAN 19.2 3. American Idol FOX 13 - JAN 19.2 4. American Idol FOX 14 - JAN 18.7 5. Grey's Anatomy ABC 22 - JAN 18.5 6. Desperate Housewives ABC 4 - JAN 17.9 7. American Idol FOX 21 - JAN 17.0 8. Desperate Housewives ABC 18 - JAN 16.9 9. Desperate Housewives ABC 11 - JAN 16.9 10. American Idol FOX 20 - JAN 16.7
Top Programs -Timeshifted Program Network Date Rating 1. Grey's Anatomy ABC 8 - JAN 14.4 2. Grey's Anatomy ABC 15 - JAN 13.4 3. Grey's Anatomy ABC 22 - JAN 12.8 4. Desperate Housewives ABC 4 - JAN 11.9 5. Desperate Housewives ABC 18 - JAN 11.8 6. Desperate Housewives ABC 11 - JAN 11.6 7. American Idol FOX 13 - JAN 11.5 8. American Idol FOX 14 - JAN 11.3 9. American Idol FOX 21 - JAN 10.8 10. Lost ABC 21 - JAN 10.7 *Networks Considered: A&E, AMC, Animal, BET, Bravo, CNBC, CNN, Comedy, Court (TruTV), Discovery, E!, ESPN, ESPN2, ABC Family, FNC, Food, FX, HGTV, Lifetime, MSNBC, MTV, Nickelodeon, Oxygen, SciFi, Spike, TBS, TNT, Toon, Toon Disney, USA, VH1
Least Fast-Forwarded Brand Rankings
Least Fast-Forwarded Brand Ranking* Broadcast Networks** - Primetime Brand # of Spots 1. Bud Light Beer 23 2. Mytimetoquit.com online 25 3. 20th Century Fox Taken Movie 20 4. Sony Pink Panther 2 25 5. Warner Bros He's Just Not That/You 46 6. Taco Bell Restaurant 33 7. DirecTV Satellite System 31 8. Paramount Vantage Defiance Movie 24 9. Weight Watchers Program 26 10. Subway Restaurant 30
Select Cable & Broadcast Networks*** - Primetime Brand # of Spots 1. Bud Light Beer 48 2. Cadillac Autos CTS 26 3. NFL Natl Football League 25 4. Sony INTL Movie 30 5. Blackberry Hand Held Computer 50 6. Bertolli Oven Bake MLS FRZN Entrees 37 7. Ford Autos Focus 21 8. Royal Caribbean Cruises 38 9. Ford Trucks Flex 38 10. Loreal Advncd Rvtlft Deep-SET/Repair 23 * Minimum 20 spots ** ABC, CBS, NBC, FOX *** 31 networks considered: A&E, AMC, Animal, BET, Bravo, CNBC, CNN, Comedy, Court (TruTV), Discovery, E!, ESPN, ESPN2, ABC Family, FNC, Food, FX, HGTV, Lifetime, MSNBC, MTV, Nickelodeon, Oxygen, SciFi, Spike, TBS, TNT, Toon, Toon Disney, USA, VH1
- Four out of the Top 10 were movies.
- It was a big month for Bud Light Beer, coming out on top on both lists, a rare occurrence, as there is seldom overlap between the top brands for cable and broadcast.
The Stop||Watch(TM) ratings service, introduced in
TiVo’s Power||Watch(TM) ratings service provides advertisers access to second-by-second program and commercial ratings data, with demographic segmentations, for 20,000 households who have volunteered to take part in a “passive” consumer panel. The Power||Watch(TM) ratings service provides subscribers the ability to look at TV viewing broken down by standard household demographics including income, geography, ethnicity, number of children and tenure of TiVo subscriber, among others. TiVo can associate household data with the viewership data then produce program and commercial viewership reports by aggregate demographic and behavioral audience groups. All reports prepared by TiVo using this data are anonymous.
TiVo Stop||Watch(TM) ratings service data is derived from a daily, aggregate, anonymous, stratified random sample of 100,000 TiVo subscribers – from which the second-by-second “clickstream” of behavior and viewership is collected and assessed. The Stop||Watch(TM) ratings service includes data for: Total Viewing, Live Viewing, Timeshifted Viewing (less than 1 hour, 1-6 hours, 6-24 hours, 24-48 hours, 48-72 hours, 3-7 day, and 7-14 day delay and C3), Program Ratings, Commercial Ratings and a Commercial Viewership Index. The Stop||Watch(TM) service uses ad occurrence data from TNS Media Intelligence to identify commercial spots. For more information on the TiVo Stop||Watch(TM) ratings service, visit https://stopwatch.tivo.com.
About TiVo Inc.
Founded in 1997, TiVo (Nasdaq: TIVO) pioneered a brand new category of products with the development of the first commercially available digital video recorder (DVR). Sold through leading consumer electronic retailers and our website, TiVo has developed a brand which resonates boldly with consumers as providing a superior television experience. Through agreements with leading satellite and cable providers, TiVo also integrates its DVR service features into the set-top boxes of mass distributors. TiVo’s DVR functionality and ease of use, with such features as Season Pass(TM) recordings and WishList(R) searches and TiVo KidZone, have elevated its popularity among consumers and have created a whole new way for viewers to watch television. With a continued investment in its patented technologies, TiVo is revolutionizing the way consumers watch and access home entertainment. Rapidly becoming the focal point of the digital living room, TiVo’s DVR is at the center of experiencing new forms of content on the TV, such as broadband delivered video, music and photos. With innovative features, such as TiVoToGo(TM) transfers and online scheduling, TiVo is expanding the notion of consumers experiencing “TiVo, TV your way. (R)” The TiVo(R) service is also at the forefront of providing innovative marketing solutions for the television industry, including a unique platform for advertisers and audience research measurement.
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