Live+SD Key Facts (Part 2)

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As CableU changes its reporting standard from Live to Live + Same Day ratings (see definition here), we offer this second-part report on the impact of time-shifted viewing on our analyzed networks.

LIVE vs. LIVE+SD KEY INSIGHTS:

  • Relative to Live ratings, average primetime SD ratings are small, but ANY increase in ratings translates directly to an increase in revenue.
  • Networks that schedule more original programming tend to see a significant bottom-line increase from time-shifting.
  • Adding SD viewing to the equation can change a program's or a network's place in the ratings rankers, increasing its relative value in the cable marketplace.
  • Time-shifting occurs on a program by program basis, and that is where we can most clearly see the effect it has on ratings.
  • Programs that are the most time-shifted are not the highest rated, but have their own outstanding characteristics. We classify them as the shows that fall between appointment viewing and disappointment viewing.

ADDING PRIMETIME SD RATINGS TO LIVE RATINGS

Here we illustrate what happens when Same Day ratings are added to Live primetime ratings, giving a good sense of scale. On first glance it appears that time-shifted viewing does not have much impact, but that is not the case.

  • Select networks do see significant increases on their primetime averages, particularly USA, Discovery and Bravo.
  • MTV and History actually go up in the rankings when Same Day viewing is added.
  • All of April’s time-shifted viewing among our analyzed 30 networks adds up to a .93 household rating, which is equal to the delivery of one of the better rated networks.

LIVE + SAME DAY HOUSEHOLD RATINGS

MONDAY - SUNDAY PRIMETIME AVERAGE / APRIL 2012 / RANKED ON LIVE HH RATINGS

Top Time-Shifted Programs By Network

Based on % HH rating gained from SD viewing / April 2012

Network

Program

HH Rating Rank

% HH Ratings Increase

A&E

BREAKOUT KINGS

8

18%

APL

WHALE WARS: OP BLUEFIN

6

13%

BET

THE GAME, S5

2

8%

BRAVO

REAL HOUSEWIVES ATLANTA(S)

3

24%

CMDY

SOUTH PARK

5

10%

CMT

TEXAS WOMEN 2

14

23%

DISC

MYTHBUSTERS(S)

15

35%

ENT

FASHION POLICE WEEKLY

1

17%

FOOD

WORST COOKS IN AMERICA

2

17%

FX

JUSTIFIED

1

29%

HGTV

MILLION DOLLAR ROOMS 30

16

12%

HIST

TOP SHOT

10

28%

ID

THE WOMAN WHO WASNT THERE

15

13%

LIF

ARMY WIVES

1

28%

MTV

CHALLENGE EXES REUNION(S)

7

37%

NGC

SAVE THE TITANIC(S

2

11%

NGC

TITANIC: THE FINAL WORD(S

1

11%

OWN

BEYOND BELIEF

10

13%

OXYG

BAD GIRLS CLUB(S)

5

21%

SCI

FIREFLY

20

12%

SPIKE

IMPACT WRESTLING

1

9%

STYL

GUILIANA & BILL

1

33%

SYFY

MERLIN

4

19%

TBSC

FAMILY GUY

6

4%

TLC

SAY YES TO THE DRESS: BRI(S)

3

21%

TNT

LEVERAGE

11

7%

TRAV

ANTHONY BOURDAIN NO RSRV

12

13%

TRU

IMPRACTICAL JOKERS

4

12%

USA

PSYCH

7

22%

VH1

HOUSE OF CONSIGNMENT

15

20%

WE

JOAN AND MELISSA

8

25%

Source: Nielsen Primetime Live+SD Ratings, April 2012

Time-shifting habits are best seen at the program level, where the numbers have not been diluted by daypart averages. Here we broke out the most time-shifted program for each network, based on the percent lift of household ratings.

  • The programs that get the most time-shifted viewing for each network are usually not the same programs that get the highest ratings.
  • They tend to be specials, premieres, finales and new episodes. They are not the live sports events, and they are not the off-network procedural in its 20th run.
  • These are the programs that fall somewhere between appointment viewing and disappointment viewing. This is not appointment viewing; they are the programs viewers don’t worry about missing when they air live. And this is not disappointment viewing; they are not the programs viewers happen to watch when they flip channels.
  • These are the programs viewers choose to watch, the programs with a loyal following and a good promise for longevity.

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