The Impact of Time-Shifted Viewing in Local Markets.

How does the inclusion of time-shifted viewing affect ratings in local markets? Are different dayparts – and different markets – more prone to time shifting?

TVB analyzed May 2007 Live and Live + 7 time period viewing in seven dayparts, in ten randomly selected LPM and metered markets, to examine these questions. We looked at household ratings in all markets, as well as Adults 18-34, 18-49 and 25-54 in LPM markets.*

Primetime delivered some substantial increases in household and demo rating points, with rating point increases of over 2 points across nearly all markets. For the key adult demographics in LPM markets, increases ranged from 14.1% to 21.9%. As expected, this daypart – with the largest rating base for most markets – had the largest ratings lift in the study.

Daytime, from 12 noon to 3pm, was expected to have sizable increases as well due to viewers recording soap operas. This was not the case. Ratings increases from time shifting averaged 0.4 or less for the adult demos. Time periods containing local news content also experienced only slight ratings increases.

*Please note that in diary markets, Live + 24 hour viewing is the only information available. “Live Only” data is available in the LPM and Metered Markets and can be compared to “Live + 7” for incremental rating point changes. Advertisers in diary markets should be made aware that the reported Nielsen ratings include all viewing, including time shifted viewing that occurs with DVR usage during a broadcast day plus up to 24 hours later.

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