Nielsen Releases DVR Usage Study

NEW YORK, November 10: According to Nielsen Media Research,
in DVR households in the U.S., more than 78 percent of viewers watch recorded
network prime-time shows within two days of their initial broadcast, and 84
percent play them back within three days.

Among viewers aged 18-49, 76 percent played back broadcast
network prime-time programs within 48 hours. During the same time period, 84
percent watched prime-time shows they recorded off advertiser-supported cable
networks; and 85 percent viewed time-shifted syndicated shows within two days.
By the third day, those percentages rose to 84 percent for prime-time
broadcast, 90 percent for prime-time cable and 91 percent for total
syndication.

"The TV landscape is changing rapidly, and as consumers
increasingly decide for themselves when to watch their favorite shows, Nielsen
will establish new means to track their behavior," said Pat McDonough,
Nielsen Media Research's SVP of planning and analysis. "This latest analysis
allows clients to better understand how DVR playback affects viewing over seven
days. It will enable us to work with clients to determine the most appropriate
way to incorporate this data into our measurements."