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Time-Shifting Digital Video Recorders

Time-Shifting Digital Video Recorders. DVR Measurement. Prior to 2006. Following 2006. Households with Personal or Digital Video Recorders were excluded from Nielsen Media Research reporting samples.

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Time-Shifting Digital Video Recorders

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  1. Time-Shifting Digital Video Recorders

  2. DVR Measurement Prior to 2006 Following 2006 Households with Personal or Digital Video Recorders were excluded from Nielsen Media Research reporting samples. Nielsen started to measure time-shifted viewing 12/26/05 from PVRs/DVRs in its local and national syndicated services utilizing an A/P meter. Now make up 13% of sample. • The active/passive (A/P) meter serves as the cornerstone for identifying time-shifting activity in all metered samples (both National and Local). • Rolled out to technically difficult homes first.

  3. Streams Of Viewing NATIONAL SAMPLE 3 STREAMS LOCAL SAMPLE 2 STREAMS Live & Live + SD delivered on a daily basis. Live + 7 delivered two weeks following completion of each Monday-Sunday week.

  4. DVR penetration is currently at 17% Types of DVRs Cable systems account for 47% of DVRs 42% DBS 11% stand alone (Tivo) Number Of DVRs 78% of DVR HHs have 1 DVR 19% of DVR HHs have 2 DVRS 3% of DVR HHs have 3+ DVRs Younger and more Upscale Are high tech with lots of other electronic equipment DVR Household Profile Source: Nielsen. Jan 07

  5. DVR homes tend to be younger; more upscale Source: Nielsen. Jan 07

  6. DVR Household Technologies Source: Nielsen. Jan 07

  7. More playback occurs with Broadcast programming Primetime & Daytime demonstrate the largest playback activity More time-shifted viewing occurs among Persons 25-34 Majority of content is viewed within 24 hrs of being recorded. Among 18-34 year old viewers in DVR households Virtually all sports and news playback occurs within the same day 85% of playback for daytime dramas occurs within the same day 75% of playback of sitcoms and primetime dramas occurs within the same day More Co-Viewing occurs in playback than in live Diary homes time-shifted viewing is very similar to meter homes DVR Usage Source: Nielsen. Jan 07

  8. Distribution of DVR Playback Distribution of DVR playback among A18-49 in Total U.S. HHs 10% of all Broadcast Primetime Viewing Among A18-49 Is Now Seen Via DVR Playback v. only 3% for Cable Prime. Source: Nielsen. Week of 4/30-5/6/07.

  9. Distribution of DVR Playback Distribution of DVR playback among A18-49 in DVR HHs Among DVR HHs, 42% of all Broadcast Primetime Viewing Among A18-49 Is Seen Via Some Form of DVR Playback v. only 15% for Cable Prime. Source: Nielsen. Week of 4/30-5/6/07.

  10. Source: CAB analysis of Nielsen Galaxy program level data.

  11. Source: CAB analysis of Nielsen Galaxy program level data.

  12. DVR Viewing of Programs and Commercials Varies Based on Time Elapsed Between Original Airing and Playback DVR playback that occurs closest to the original telecast retains more of the audience during commercials than DVR playback that occurs further out. Program v. Commercial Ratings Source: Nielsen. Jan 07

  13. Other Technology Universe Estimates Universe Estimates DVR Source: Nielsen. Jan 07

  14. Nielsen started to report DVR UE in May 2007 in both local and national markets.

  15. Time-Shifting Digital Video Recorders

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