Dramas drive viewing, time-shifting and ad dollars

Nielsen study surveys 2011 primetime trends

Dramas are the big drivers of primetime viewership, time-shifting and advertising spending, according to a new Nielsen study.

The first installment of the three-part “State of the Media: Advertising and Audiences” report on 2011 TV trends found that dramas accounted for 41% of primetime viewing and 35% of advertising dollars. Sports in primetime commanded $4.1 billion of the $14 billion spent on dramas, sitcoms, reality, news and sports programming.

In 2011, reality programming accounted for 4,664 broadcast TV product placements, more than half for all primetime broadcast.

The report found that the share of viewing of sitcoms has climbed over the past three years, registering a 2% gain last year versus 2010.

For all broadcast primetime, 42.9% of time-shifted programming was played back the same day while 87.6 percent was played within three days.

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