TV Time-Shifting Boon To Key Demo Numbers

From Media Daily News - PRIME-TIME PROGRAMS CONTINUE TO BENEFIT from time-shifting technology--with many top local TV markets witnessing large 14% to 22% increases in key viewer group ratings. In new research released by the Television Bureau of Advertising (TVB), the TV advertising group says rating-point increases of 2 points or more, in virtually all top markets, were common when it comes to household rating and popular demographic groups, 18-49 and 18-34, during the May sweeps period.

For instance, in Chicago, the market witnessed an 18.5% gain in 18-34 viewers when comparing live viewing plus seven days of DVR playback versus that of live-only viewing--a jump of 2.2 rating points to 14.1 in total. For 18-49 viewers, there was a 16.6% gain or 2.6 rating points to a collective 18.3 rating points. | Read full article