More Sports

So a couple of questions; if I buy an ad, then it's not seen till 7 days later, do I have to pay less?

Also, sports just keep popping up as nealry bullet proof.


TIVO OWNERS ARE HEAVY TIME-SHIFTERS
Looking at Nielsen data, TiVo says it seems like the 173 million U.S. DVR users are hardly using the devices at all. According the ratings company’s latest Q3 data, DVR users are, on average, watching just 10% of their TV time-delayed. The average TV viewer watched 141 hours 19 minutes of live television a month in Q3 versus just 14 hours and 20 minutes of time-shifted TV. Compared to the average DVR user, though, TiVo owners are really committed to time-shifted viewing, although even TiVo users still mostly watch sports live. And when they do watch a game later they tend not to skip the ads.

According to TiVo’s

State of TV Report Q3 2014, at least a third of TV watched by its DVR subscribers is time-shifted. 44% of broadcast television and 32% of cable television is watched after the initial broadcast. As well, primetime shows are watched time-shifted much more than daytime programs. For example, ABC primetime is watched 53% to the time delayed, while daytime is watched 63% live.

The data also shows that moving to count ads for a full 7 days after initial broadcast (so called C7 ratings) could be very important for certain genres. For example, 10% of the audience for the

CBS show Under the Dome watch in the period from 4 to 7 days after the initial broadcast. Other shows, like Extant and So You Think You Can Dance, see similar patterns, with 9% of the audience watching in the period between 4 and 7 days after broadcast.

TiVo also provides some confirmation that
sports are worth a premium for advertisers. The genre appears to be relatively immune to the allure of ad-skipping. 79% of primetime sports events are viewed live, versus just 29% of drama. Given this data, it’s not surprising that ESPN is one of the least time-shifted cable channels. 80% of people view the channel live during primetime, and 78% at other times. And for those that do watch time-shifted TV, commercial retention is also much better for sports than drama: 70% versus 33%.