Study Broadcasters Aided By Dvr; Cablers, Not So Much

The DVR has slowed, if not halted, the exodus of viewers from broadcast TV to cable, a study by Nomura Securities analyst Michael Nathanson would seem to indicate. The study, covering DVR viewing over the past four years, found that viewers use their DVRs to watch broadcast TV shows via the devices about half the time -- but only about a quarter of the time when it comes to cable TV shows. Overall, DVR viewing boosted the ratings for broadcast TV 9.7 percent over live-only viewing during the 2010-11 season versus just 3 percent in the 2008-09 season, according to the study. Moreover, Nathanson found that viewers of broadcast TV shows do not skip commercials as often as viewers of cable shows. Indeed, ad skipping among DVR viewers has dropped overall. Broadcasting & Cable magazine quoted Nathanson as saying, "Perhaps most interesting is how the DVR never lived up to its initial expectations. Four years ago, when Nielsen first began tracking time-shifted viewing, the skip factor averaged 59 percent and 53 percent at broadcast and cable networks, respectively, with pundits [predicting] the end of commercial viewing. ... Five years later, with DVR penetration at 37 percent (up from 21 percent in 2007), skipping has decreased 800 basis points and 100 basis points at broadcast and cable nets. Now who would have guessed that?" (A basis point equals 0.01 percent.)

20/10/2011


Contactmusic

Tags: Exodus - Michael Nathanson

Advertisement

Editors Recommendations

It's The Bellas Vs. The World In 'Pitch Perfect 2' [Trailer]

After raising the roof with their angelic a cappella chorus in 'Pitch Perfect'...

It's The Bellas Vs. The World In 'Pitch Perfect 2' [Trailer]

Marilyn Manson Denies Involvement in Lana Del Rey "Rape" Video

Marilyn Manson says he has nothing to do with a controversial video in which...

Marilyn Manson Denies Involvement in Lana Del Rey

mi Mandela: Idris Elba Has An Album Out, And You Need to Buy It

Idris Elba has been in the news all week, firstly for teasing the possibility of...

mi Mandela: Idris Elba Has An Album Out, And You Need to Buy It

Iggy Azalea on Eminem, "I'm Sick of Old Men Threatening Women"

Pop singer Iggy Azalea has called Eminem an "old man threatening young...

Iggy Azalea on Eminem,

The Hunger Games: Mockingjay Part 1 - Review

This four-part franchise, based on the Suzanne Collins novels, turns very dark with this strikingly bold third film...

The Hunger Games: Mockingjay Part 1 Movie Review

Dying Of The Light - Trailer

Trapped in a terrorist prison and tortured, Evan Lake (Nicholas Cage) is eventually free and makes his way back to the...

Dying Of The Light Trailer

'Better Call Saul' Just Got Real. It's Coming February 8, 2015

The hugely anticipated Breaking Bad prequel Better Call Saul has an official...

'Better Call Saul' Just Got Real. It's Coming February 8, 2015
Advertisement

Comments

Exodus Newsletter

Subscribe to this news alert service to receive news and reviews on Exodus

Unsubscribe | Unsubscribe All