Dvr state-of-the-media-report nielsen dec 2010

December 2010State of the Media DVR Usein the U.S.

OverviewNow in nearly 4 out of 10 households, DVRs have quickly progressed from a novelty to anincreasingly mainstream technology. Today, DVR playback contributes significantly to overall TVusage and makes up a substantial portion of the ratings for some TV shows. HFor the television and advertising of DVRs has been their integration into Persons 18+ % of Sampleindustries, the DVR continues to represent cable and DBS set top boxes. In fact, as ofboth a blessing and a challenge. By September 2010, more than half (58%) of Household % of total % of P18+allowing viewers to timeshift shows that DVR homes had a DVR within their cable Income P18+ within DVRthey are not able to watch during the set top box, and 40% had one within their HHoriginal broadcast, the DVR is helping TV DBS set top box. Just 3% had a stand- Less than 17.9 8.0networks hold on to viewers who would alone DVR. $25Kotherwise seek out other ways to watch $25K - $50K 26.9 20.5 Though DVR penetration continued tothese shows–or not watch them at all. At grow over the past year, the percentage $50K - $75K 21.1 23.0the same time, DVRs enable viewers to of homes with multipleDVRs remained $75K - $100K 15.3 19.5fast-forward through content that doesn’t unchanged. The majority (71%) of DVRinterest them, including commercials, $100K+ 18.8 29.0 homes have only one unit, a quarterpotentially undermining television’s (24%) of DVR homes have two, and 5%longtime ad-supported business model. Similarly, viewers in households with have three or more.Some key findings discussed in this $100K+ income made up 30% of thereport include: Race/Ethnicity of DVR Owners primetime DVR playback audience, and those in households with $75K+ income• Viewers do watch commercials on their DVR ownership is highest among made up half the primetime playback DVRs. Among DVR homes, playback White households, followed by Asian audience. lifts commercial ratings by 44% among households. Ownership rates are lower 18-49s after three days. Among all for African-American and Hispanic Age Profile of DVR Playback 18-49 year-old viewers, DVR playback households. Viewers adds 16% to commercial ratings after The majority of DVR users are under the three days. % DVR Penetration by Race/Ethnicity age of 45. However, as DVR penetration• More than 38% of DVR users are over Total U.S. 38.1% has grown, older viewers have begun to age 45. catch up with their younger counterparts White 40.3% in their willingness to use this technology.• When DVR playback is included, DVR Asian 35.4% As of May 2010, about 38% of the DVR- households watch more primetime African-American 30.3% playback audience was 45 or older. programming than non-DVR households. Hispanic 29.8%• Overall, 49% of time-shifted primetime DVR Playback and TV Usage broadcast programming is played back Income Profile of DVR Owners and DVR playback is beginning to have a the same day it was recorded, and 88% Viewers meaningful impact on viewing. During is played back within 3 days. the 2009-2010 broadcast season, DVR Viewers in upper income households are playback after 7 days added 2.29 rating• DVR playback peaks at 9pm and 10pm. more likely to have and use a DVR than points to total day usage levels for those in lower income households. During persons 18-49 in households with a DVR. DVR Penetration and Growth May 2010, adults in households with an Nevertheless, because DVR householdsDVR penetration has grown steadily since annual income of $100K+ represented watch less television throughout the day2006, when Nielsen first began measuring about 19% of the total NPM sample but than non-DVR households, TV usageDVRs in the National People Meter Panel. made up 29% of adults that owned a DVR. (Live+7) for total day was about one ratingAs of September 2010, DVR ownership point higher in non-DVR households thanstood at 38% of all US TV households. in households with a DVR, even afterA key factor in the increasing adoption playback.Copyright © 2010 The Nielsen Company.1

In primetime, however, where DVR DVR Penetration –through Sept 2010playback added almost 7.9 ratings points 45% 5%to TV usage levels in DVR homes, the 38.1%situation was reversed. In this daypart, 40% 0%playback pushed TV usage in DVR 35% 5%households almost a full rating point 30% 0%above that in non-DVR homes. 25% 5% Daypart Live Live+7 Lift 20% 0% Rating Rating 15% 5% P18-49 in Mon -Sun 19.02 19.04 0.02* Non-DVR 10% 0% 6a - 6a Household 5% 5% P18-49 Mon - Sun 15.70 17.99 2.29 0% 0% in DVR 6a - 6a Oct ‘08 Oct ‘06 Oct ‘09 Oct ‘07 Apr ‘08 Apr ‘06 Apr ‘09 Sep ‘10 Apr ‘07 Jan ‘08 Jan ‘06 Apr ‘10 Jan ‘09 Jan ‘07 Jan ‘10 Jul ‘08 Jul ‘06 Jul ‘09 Jul ‘07 Household P18-49 in Mon - Sun 35.89 35.97 0.08* Non-DVR 8p - 11p Household Prime Usage (M-Su 8P-11P) P18-49 Mon - Sun 29.08 36.94 7.87 Live and Playback Income Audience Profiles in DVR 8p - 11p Household May 2010 100%09/21/2009 - 05/26/2010 90% 14.8% 24.8% 30.0%* Use of “start over” technology in non-DVR households is 80%considered time-shifted viewing. 13.8% 70%DVR Playback and Length of DVR 60% 20.7% 18.9% 20.1% 50%Ownership 40% 23.8% 23.3%It seems that viewers do more time-shifting 30% 29.1%once they have become more accustomed 20% 22.5%to using a DVR. Looking at May 2010 data 10% 21.7% 19.8%in households that had acquired a DVR 0% 10.1% 6.8%only within the past 12 months, playback Total U.S. Live DVR HH Live DVR HH 7-day Playbackadded 4.3 points to primetime usage levels < $25 K $25-50 K $50-75 K $75-100 K $100 K+for P18-49, making up about 13% of theirtotal Live+7 usage. In households whichhad a DVR during both May 2009 and May Prime Usage (M-Su 8P-11P)2010, DVR playback added almost 8.5 Live and Playback Audience Profilespoints of lift, or about 26% of their total May 2010Live+7 usage. 100% 7.2% 13.7% 90% 19.7% Interval Live Live+7 Lift 13.1% 80% 30.0% 15.9% Rating Rating 70% 15.8% 17.3% P18-49 May 10 28.95 33.25 4.30 (within HH 60% 17.9% 17.5% that did not 50% 21.4% have a DVR 40% 15.5% 13.5% in May ‘09) * 30% 21.7% 14.1% P18-49 May 10 24.53 33.01 8.47 20% 11.8% (within HH 6.6% 6.7% 10% 7.4% that already 5.9% 6.3% 5.5% had a DVR in 0% 9.1% 10.0% 6.4% May ‘09) ** Total U.S. Live DVR HH Live DVR HH 7-day Playback*Represents 2.3% of P18-49 P2-11 P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+**Represents 13.0% of P18-49 Copyright © 2010 The Nielsen Company. 2

DVR Playback of Commercials Distribution of Playback in Prime –P18-49Contrary to fears that DVRs would wipe 100% May 2010 5%out the value of commercials because 0%of viewers fast-forwarding through ads, 80% 91%DVRs actually contribute significantly to 5% 87%commercial viewing. In May 2010, the 0% 60% 84%average rating for a primetime commercial 5% 57%minute among persons age 18-49 in DVR 45%households rose from 1.54 in live viewing 40%to 2.21 three days later –a 44% lift.* This 33%degree of lift to the viewing of commercials 20%has remained steady for several years. On atotal U.S. basis, DVR playback added a 16% 0% 0%lift to the average minute of primetime Live +1 Live +2 Live +3 Live + Live +1 Live +2 Live +3 Live +4 Live +5 Live +6commercials. hour hours hours SD day days days days days days 3 8PM 9PM 10PM 4 4 Primetime Programming on Includes all programs that aired on ABC, CBS, CW, FOX and NBC ABC, CBS, CW, FOX, and NBC 04/29/2010 - 05/26/2010 DVR Playback by Hour –P18-49 Percentage of DVR Playback Program 16.0% May 2010 40 Live Live+ Program % lift 14.0% Rating 3 Days Playback 35 Rating Lift 12.0% 30 P18-49 1.61 3.15 1.54 95% 10.0% 25 within DVR 8.0% 20 Household 6.0% 15 P18-49 1.88 2.52 0.64 34% (Total U.S.) 4.0% 10 2.0% 5 0% 0% 0 6:00 AM 7:00 AM 8:00 AM 9:00 AM 10:00 AM 11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM 10:00 PM 11:00 PM 12:00 AM 1:00 AM 2:00 AM 3:00 AM 4:00 AM 5:00 AM Primetime Programming on ABC, CBS, CW, FOX, and NBC DVR Playback Live PUT Live+ DVR Playback Live +7 PUT 04/29/2010 - 05/26/2010 Commercial DVR Playback through 7 Days DVR Playback by Hour Live Live+3 Commercial % lift Overall, 49% of time-shifted primetime DVR playback levels throughout the day Weighted Days Playback broadcast programming is played back tend to follow a similar pattern as Live TV Rating Weighted Lift Rating the same day it was recorded, and 88% is usage, with most DVR playback occurring P18-49 1.54 2.21 0.67 44% played back within 3 days. But the length in primetime (34%) and peaking at 9pm within DVR of time within which shows are played (12%) and 10pm (13%). Early fringe (M-Su Household back varies depending on the time at 6-8p) and late fringe (M-Su: 11p-1a) are which the program aired. the next most popular dayparts for DVR P18-49 1.78 2.06 0.28 16% playback. This pattern has remained very (Total U.S.) Generally, programs that are broadcast consistent over the last few years, though at 8pm are more likely to be played back there has been a small increase in the* % of ads played back was calculated by dividing the later the same day (57%), while those amount of playback taking place incommercial playback lift by the program playback lift. that air at 9pm and 10pm are less likely late fringe. to be played back the same day (45% and 33%, respectively) and more likely to be played back later in the week. Of course, the later in the evening that a program is broadcast, the less time viewers have to watch it later that same day.Copyright © 2010 The Nielsen Company.3

Most Time-Shifted Genres Genre trends - 2009-2010 season (9/21/09 - 5/26/10)P18-49 - Primetime programming on ABC, CBS, CW, FOX and NBCDuring the 2009-2010 broadcast season, Program Type Live Rating Live + SD Rating Live + 7 Rating L+SD Lift L+7 Liftthe top-ranked time-shifted genre wasScience Fiction, which received a 1.3 rating SCIENCE FICTION 2.19 2.70 3.49 0.51 1.30lift from 7 days of DVR playback. (Note SITUATION COMEDY 2.22 2.73 3.24 0.51 1.02that only one program–V on ABC–fell intothis category during the past season.) GENERAL DRAMA 2.12 2.51 3.09 0.39 0.97Sitcoms also ranked highly on lift fromDVR playback, with the genre garnering an VARIETY/REALITY* 2.65 3.15 3.46 0.50 0.81additional rating point (1.02) after 7 days EVENING ANIMATION 2.92 3.30 3.67 0.38 0.75of playback. General Drama was closebehind, with nearly a full rating point AWARD CEREMONIES 5.50 6.02 6.21 0.51 0.71of lift (.97), followed by Variety/Realityprograms, with a .81 rating lift after 7 days SPORTS EVENT 5.55 5.80 5.85 0.25 0.30of playback. COMEDY VARIETY 1.90 2.05 2.11 0.15 0.21News and sports genres received relativelylittle lift from playback, not surprising NEWS DOCUMENTARY 1.56 1.67 1.75 0.10 0.18since viewers generally prefer to watch GENERAL DOCUMENTARY 1.57 1.64 1.70 0.08 0.13these types of shows live. Feature filmswere the least time-shifted genre, perhaps SPORTS COMMENTARY 3.68 3.79 3.80 0.11 0.12because their availability on a growingnumber of platforms and distribution NEWS 1.36 1.42 1.47 0.06 0.11networks prior to the broadcast window FEATURE FILM 1.37 1.40 1.43 0.03 0.07has increased the likelihood that viewerswill have already seen them. * includes both General Variety and Participation Variety Repeats and programs less than 5 minutes have been excluded Program with less than 5 telecasts were also excludedAbout The Nielsen CompanyThe Nielsen Company is a global information and media company with leadingmarket positions in marketing and consumer information, television and other mediameasurement, online intelligence, mobile measurement, trade shows and businesspublications. The privately held company is active in approximately 100 countries, withheadquarters in New York, USA. For more information, please visit, www.nielsen.com. Copyright © 2010 The Nielsen Company. All rights reserved. Printed in the USA. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other product and service names are trademarks or registered trademarks of their respective companies. 10/2489 4

Dvr state-of-the-media-report nielsen dec 2010

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