DVRs Help Some TV Shows Improve Ratings

ubermiester writes "After years of panicked lawsuits by content providers against TiVo and DVR technology in general, the NYTimes is reporting on yet another lesson for the content providers to learn and then immediately forget: 'Against almost every expectation, nearly half of all people watching delayed shows are still slouching on their couches watching messages about movies, cars, and beer. According to Nielsen, 46 percent of viewers 18 to 49 years old for all four networks taken together are watching the commercials during playback, up slightly from last year.' The article also notes viewership increases 'in the range of 7 to 12 percent, with some shows having increases of more than 20 percent when DVR ratings are added. The four networks together are averaging a 10 percent increase."

Comments

That's because they need MythTV

[BobMcD]

Not only is it trivial to skip commercials for a shifted show, but it can do it automatically.

I have also adjusted my life to only watching what I have recorded. I'm not sure when the last time I turned on 'Live TV' was. I have taken to keeping the last/freshest five episodes from a number of programs I like to watch, and I select from between them. Myth automatically deletes the old ones, and I find five or so is plenty for my families needs.

That being said, even seeing a commercial these days just feels odd to me, let alone watching it.

Re:That's because they need MythTV

[BobMcD]

I'm glad you stopped by. Your cousins in the music industry weren't as thoughtful nor as considerate. Should you not wish to enjoy the same fate they are currently facing, please allow me to suggest you adapt.

You may want to find a way to collect revenue streams at the content level, perhaps from the cable company who gets a fairly large chunk of my household budget each month. You may want to incorporate advertising into your programming.
You may want to do any number of things that I have not yet thought of yet.

What you do NOT want me to do is to turn off my television set because it isn't worth the electricity it uses and the cost of keeping it up to the most recent level of 'D'. With World of Warcraft, Youtube, Slashdot, streaming Netflix, and many other popular internet-based time sinks at my disposal, your job and your millions are very much at risk. I can already consume a lot of content that does not annoy me with advertisements about vaginal cleansing products and there is already little you can do to prevent it.

In short, I am all you have left, and I am hanging by a string. Try not to piss me off.

Thanks, and best of luck to you!

Really?

[Mr.Fork]

Recorded shows increase viewership? Like pirated movies increase movie ticket sales? Like pirated music increases digital music sales?

Question is, will the media giants really wake up and stop all this lawsuit nonsense. Will RIAA, MPAA and other copyright trolls really give up the ghost and embrace the digital age and realise the potential of the internet?

watching commercials

[BigHungryJoe]

Commercials give me a break to go pee, make a phone call, or grab another brew. I still need that break when I'm watching a DVR'd show. I'm not actually watching the commercials.

Re:I don't get why PVR-users watch recorded ads...

[93 Escort Wagon]

I don't understand why those with PVRs still watch the ads.

I enjoy ads that I find clever or interesting - for example, I love most of the ones Jack in the Box (a US hamburger chain) makes. Since I skip through the commercial breaks using my Tivo's 30-second skip function, I'll often catch just enough of an ad so I can tell if it's likely to catch my interest - in which case, I watch it.

If I had to estimate, I'd say I watch at most 15 percent of the commercials, though; and that's likely a high estimate.

I think the bottom line is: When I watch ads, I'm doing so for the same reason I watch a TV show - for entertainment.

Over enthusiastic conclusions

[nick_davison]

"After years of panicked lawsuits against TiVo and DVR technology in general, the NYTimes is reporting on yet another lesson for content providers to learn and then immediately forget"

"According to Nielsen, 46 percent of viewers 18 to 49 years old for all four networks taken together are watching the commercials during playback, up slightly from last year"

"some shows having increases of more than 20 percent when DVR ratings are added"

So, the ad value drops by 54%... But up to 20% more viewers are added... Giving, at best, 55.2% of your former ad viewership.

Yes, 55.2% of your old value is SO much better than the former 100%.

Drawing the conclusion that content providers were wrong to freak out about DVRs is farcical. Their product is still worth at least 45% less to advertisers. Yes, 45% less is better than 54% less, that 20% bump from DVRs hooking more viewers is nice and all... But, seriously, it's like saying "Hey, we burned down half your home but, good news, we totally discovered a small basement you didn't know about in the charred wreckage. Aren't you grateful we torched your home?!"