Report: Younger Viewers are Driving Changes in Prime-Time Viewing

MENLO PARK, October 30: A new report from Knowledge Networks
reveals that 18- to 49-year-old viewers are more prone to DVR usage and
watching TV out of the home, driving key changes in prime-time viewing habits.

The survey revealed that the 38 percent of the 18-to-49 set are
recording prime-time shows for later viewing, up from 27 percent in 2004. In
addition, there is more appointment viewing, with 48 percent saying that
"most of the time" they turn on the TV in prime time "with the
intent to watch a particular show."

The report also showed the differences in the prime-time viewing
habits of Millennials (aged 13 to 29) and the Young Baby Boomers. Sixty three
percent of Millennials say they "switch around" during prime-time
commercial or program breaks, versus 42 percent for Young Boomers. In addition,
39 percent reported watching prime-time TV out of their own home at least once
a week; just 11 percent of Young Boomers admitted to doing so. Millennials are
also more likely to watch prime-time TV with other people—55 percent
versus 41 percent.

"Prime time represents an important block of time when people
want to be entertained and informed," said David Tice, the VP and director
of The Home Technology Monitor at Knowledge Networks. "It is becoming less
about the shows' or TV networks' schedules; more and more consumers can find
what interests them and watch it when they find time. The more flexibility that
media companies offer consumers for watching on their own terms, in their
"personal prime time," the more viewing hours they will
capture."

—By Mansha Daswani