For years, we’ve said that the ratings system is broken and in desparate need of re-thinking.Â
New numbers for the just completed television season only lend more credence to that. With DVRs only in use in 23% of American homes, television networks are seeing significant bumps in ratings for shows, especially those in competitive time-slots according to a report in today’s USA Today.
“People with DVRs have the capability of watching this stuff whenever they want,” says ABC’s Larry Hyams, adding that the most-recorded shows have ratings 40% higher in DVR homes.
The biggest winner could be ABC’s series Lost. The show was down 12% in live viewers last year, but overall was down three percent when those who time-shifted the show and watched it within seven days were factored into the equation.Â
The equation is similar for shows in competitive time slots. Thursdays at 9 ET/PT, CSI‘s live viewing is down 11%, but its seven-day total is off 6%. Grey’s Anatomy is down a sharp 24% live, which moderates to a smaller (but still significant) 16% drop when seven-day viewing is factored in.
NBC’s The Office bucked the trend entirely: The comedy was off 1% live but up 10% overall last season, for a total of 9.9 million viewers. And CW’s Smallville is down 12% live, but only 2% with delayed viewing included.
CW’s low ratings give delayed DVR viewing an outsized effect. Just 653,000 viewers watch Gossip Girl that way, but that figure is 24% of the show’s total, second only to The Office‘s 26%.
Problem is, until recently, networks haven’t profited from procrastinators. In a compromise, they can now charge advertisers for delayed viewership, but only within three days. DVR users also can more easily skip commercials.
Still, it could be worse. “The biggest challenge is apathy,” says ad buyer John Rash of Campbell Mithun. “If the network programming is compelling enough for some viewers to DVR, that’s a much better scenario than audiences simply not watching.”
The network series that are most time-shifted are American Idol, House, Grey’s Anatomy, Heroes, CSI, Desperate Housewives, The Office and Survivor according to Neilsen Media Research.Â
Sean says
I DVR everything. I never watch shows live anymore. If I can’t wait to watch something, I’ll at least wait 15 minutes into it and start watching it on the DVR so I can skip the commercials and still watching it relatively “live” in just 45 minutes.
Lisa says
I agree with Sean that is how we watch shows in our house.
Matthew says
I just use RSS to plop torrents into media portal, which is hooked up to the TV. Really can’t be bothered with broadcast TV anymore.