TVB study also says 86% of all viewing is same-day

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While the amount of time-shifting by viewers is at record levels this fall, it’s even more pronounced in the nation’s biggest cities.

An analysis released Monday by trade association TVB covering the first six weeks of the 2012-13 broadcast season shows that playback on DVRs in the top 25 markets is outpacing the national average by about 25% in adults 25-54. Time-shifting accounted for an average of 24.5% of all same-day viewing in Nielsen’s Local People Meter markets vs. 19.8% on the national level.

In those big markets, an average of 18 programs over-indexed the national average. And of these, Chicago (44 programs), Dallas (also 44), Los Angeles (38) and Houston (37) saw the highest number of over-indexing programs.

While most of the attention this fall has been on the amount of time-shifting that occurs within three days of a telecast, the TVB analysis found that 43% of all DVR playback happens on the premiere day. Combine that with live viewing, it adds, and 86% of all viewing happens on the day of air.

Nationally, same-day, time-shifted viewing in adults 25-54 rose as high as 52% this fall (for NBC’s “Parenthood” on Oct. 23). But the lifts were even higher in some local markets — especially for shows that are generally lower-rated. For example, the Nov. 2 seg of Fox’s “Fringe” gained 91% in Cleveland, and the Oct. 18 episode of NBC’s “30 Rock” swelled by 85% on the net’s station in Miami-Fort Lauderdale.

“High levels of time-shifted viewing in LPM markets reveal a large number of impressions not accounted for when media planning and buying is based on Live Only data,” said TVB prexy-CEO Steve Lanzano. “Across all 25 LPM markets …, 140 million A25-54 impressions came from same-day, time-shifted viewing.

“These valuable impressions are growing with each new broadcast season and provide advertisers with the significant and unique local audiences that positively impact their marketing results.”

Among genres, viewers are more likely to time-shift on the same day a program airs for comedies (27% in the big markets and 23.3% nationally) and reality shows (26.1% in the big markets and 20.7% nationally). This makes sense because comedies are shorter and therefore more conducive to squeezing into one’s schedule, while there is more of a time element connected to competition reality shows.

TVB is the not-for-profit trade association of America’s commercial broadcast television industry. Its members include TV broadcast groups, advertising sales reps, syndicators, international broadcasters and more than 500 individual TV stations.

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