Pretty interesting stuff from NBC Universal Prez of Research Alan Wurtzel about which programs are time-shifted — and how long people wait before watching them. Ties in with the networks' push to get some credit for "live plus seven" viewing.

As Wurtzel notes, overnight ratings are increasingly just a snapshot in terms of evaluating a program's actual reach and cultural impact — if not, necessarily, it's value as rated by advertisers.

 

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