August 20th, 2007 by admin
Good news: DVR users are heavy TV viewers.
Digital video recorder (DVR) penetration keeps creeping up, along with the specter of skipped television ads.
Three in 10 households now have a DVR, according to Greenfield Online data released in August 2007.
That is even higher than other recent findings. eMarketer predicts that by the end of 2007, 22.1% of US TV households will have a DVR. A survey from Piper Jaffray in early 2007 indicated that 23% of respondents said they owned a DVR.
“Use of DVRs continues to grow steadily in the US as greater numbers of people acquire digital TV services,” said eMarketer senior analyst Ben Macklin.
Most research firms that track DVR household numbers estimate at least 50% growth through 2011.
Will TV ad revenue dwindle just because DVR owners can skip through ads? Mr. Macklin doesn’t think so.
“Contrary to the views of some analysts and commentators,” he said, “data available today currently do not support the idea that increased use of the Internet, DVRs and VOD has stalled the growth of television ad spending or revenues in the US.”
Not only do some DVR owners actually like watching ads (as reported previously) but they are also watching more TV. As a result, TV ad revenues continue to grow along with DVR ownership.
Greenfield found that 74% of DVR owners believed the device had changed they way they viewed TV. In fact, more than half of them said they watched “somewhat more” TV since getting a DVR.
People will watch more TV and video content in the future, not less. They will just be doing it in different ways—using their TVs, PCs, portable devices such as mobile phones and the Internet.
http://www.emarketer.com/Article.aspx?id=1005279&src=article1_newsltr
August 14th, 2007 by admin
You can say one thing for TiVo viewers: They seem to be consistent in their inconsistency. The latest monthly statistics on how the device’s users watch commercials continue to show that an ad’s position within a particular commercial break does not play a role in whether people watch the ad or skip past it.
http://adage.com/mediaworks/article?article_id=119855
August 6th, 2007 by admin
Overview:
- DVR playback that occurs closest to the original telecast retains more of the audience during commercials than DVR playback that occurs further out.
- Certain genres such as sports and news have higher levels of live viewing, with DVR playback occurring closer to the original telecast than average.
- 20% of households have some form of Personal Video Device.
Television Viewing Behavior in DVR Households
Nielsen reviewed the viewing behavior of sample households with DVRs during the period January 1-21. Among the highlights of this analysis:
- During the first 27 hours after being recorded, primetime broadcast commercials gain 16% in ratings among viewers age 18-49 in households with DVRs, with the total increase reaching 22% after seven days. This compares to a 35% increase in ratings for broadcast programs during the first 27 hours after the original telecast and a total increase of 47% after seven days.
- Among 18-34 year old viewers in DVR households, virtually all sports and news DVR playback occurs within the same day, 85% of playback for daytime dramas occurs within the same day and about 75% of playback of sitcoms and primetime dramas occurs within the same day.
- Households with DVRs watch significantly less live television than households without DVRs, but most of that difference is made up after seven days of DVR playback.
- DVR viewing of primetime broadcast programming is a communal experience. 54% of people watching DVR playback are watching with someone else, vs. 46% who are viewing alone. This compares to a 50-50 breakdown among viewers of live programming.
- DVR owners are younger, better educated and have higher incomes than the average U.S. household.
- The ratings contribution of VCRs continues to decline. VCR recording contributed 2.4% of total broadcast primetime ratings in January 2007, compared to 3.1% in January 2006, although it is higher (5.4%) during weekday afternoons.
Consumer Usage of Personal Video Devices
An overview of the emerging platforms for viewing video on personal devices:
- 19% of households have at least one Personal Video Device (PVD). The largest penetration is for portable DVD players (10% of households) and video enabled cell phones (5% of households). Only 4% of households own a video-enabled iPod or MP3 player.
- Playing video on a personal device has not yet become an ingrained habit. Even among PVD owners, about two-thirds say that it has been more than a week since they watched something on their portable player.
- About a third of iPod owners played a video file during the 4th quarter of 2006. 40% of those users who played video do not own a video iPod, meaning they are watching the video clips through iTunes on their personal computer.
- Even among iTunes video users, 95% of all daily playback time (50 minutes and 30 seconds) is audio. The average iTunes video user plays video files only two and a half minutes per day.
- Users of personal video devices tend to have higher incomes, more education and larger families.
http://www.nielsenmedia.com/nc/portal/site/Public/menuitem.55dc65b4a7d5adff3f65936147a062a0/?allRmCB=on&newSearch=yes&vgnextoid=698fc958a35c0110VgnVCM100000ac0a260aRCRD&searchBox=news
August 6th, 2007 by admin
April 25, 2007
The Nielsen Company released the first look at the most “timeshifted” broadcast network television programs in the U.S., with FOX’s House and ABC’s Lost showing the most lift in audience due to playback with a Digital Video Recorder (DVR) within seven days of its initial airing.
For the week of April 2 - April 8, the most recent week for which ratings for seven-day playback are available, House pulled in an additional 2.74 million DVR viewers after its April 3rd airing, while Lost pulled in an additional 2.47 million viewers after its April 4th episode. The April 3rd episode of American Idol on FOX was third with 2.45 million viewers.
On a percentage basis, The Office had the highest gain in viewing with DVR playback, increasing viewership by more than 31%.
The Nielsen Company will make this ranking available to media reporters every Monday on its online Press Room.
I don’t have access to Nielsen’s updated reports/online press room, so this is the most up to date data I could share.
EDITOR’S NOTE: Digital Video Recorders (DVRs) are advanced VCR-like systems which enable viewers to easily tape a television program, as well as pause live programming, fast forward and rewind. Approximately 15-17% of television homes in the U.S. have DVR systems, either from a local cable or satellite system or from TiVo or Replay.
http://www.nielsenmedia.com/nc/portal/site/Public/menuitem.55dc65b4a7d5adff3f65936147a062a0/?allRmCB=on&newSearch=yes&vgnextoid=c663c5e568522110VgnVCM100000ac0a260aRCRD&searchBox=video
June 29th, 2007 by admin
DVRs are installed in an estimated 17.2% of TV HH
By year end 2008, DVR penetration will increase to 38%
By year end 2011, DVR penetration will increase to 55% (65 MM homes)
Sources: The Carmel Group 2006 Study, Nielsen, Forrester Research
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