TiVo: Timeshifting Down in NBC’s 10 p.m. Slot

ALVISO: An average of 46 percent of viewers of NBC’s The Jay Leno Show opted to record the program for later viewing, according to usage patterns of TiVo subscribers, down from an average of 70-percent timeshifted viewing in the 10 p.m. slot on NBC last season.

TiVo’s Stop||Watch ratings service further reports that nearly 20 percent of Leno’s timeshifted viewing occurred within one hour of the start of the program, up from 13 percent last season and further slicing into NBC’s 11 p.m. time slot, which includes The Tonight Show with Conan O’Brien.

"Depending on who you ask, NBC’s glass is either half full or half empty," said Todd Juenger, the VP and general manager of TiVo Audience Research & Measurement. "While Leno is succeeding in reducing the amount of timeshifted viewing for NBC’s 10 p.m. time slot, he certainly isn’t ‘TiVo-proof’ as nearly 50 percent of viewing is still timeshifted. Moreover, those timeshifted viewers are nearly twice as likely to watch within one hour, displacing NBC’s 11 p.m. time slot."

TiVo also notes that ABC’s 10 p.m. block has an average of 63-percent timeshifted viewing, while CBS has a 65-percent average.