Television Viewing Behavior in DVR Households

Copyright © 2007 The Nielsen Company

Television Viewing Behavior

in DVR Households

Television Viewing Behavior

in DVR HouseholdsPat McDonough

SVP, Planning, Policy & Analysis

Pat McDonoughSVP, Planning, Policy & Analysis


AgendaAgenda

Sample Characteristics

Usage Patterns

Commercial Retention

Sample Characteristics

Usage Patterns

Commercial Retention


DVR PenetrationNational People Meter (NPM) Sample

DVR PenetrationNational People Meter (NPM) Sample

0

200

400

600

800

1,000

1,200

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan

Sc

ale

d In

sta

lled

Co

un

t

0

200

400

600

800

1,000

1,200

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan

Sc

ale

d In

sta

lled

Co

un

t 12.3%

2006 2007


191

110

348

56108

0

100

200

300

400

500

600

700

Gro

ss C

ou

nts

Total TV Sets/HD

DVRs DVD Players DVDRecorders

VCRs

625

191

110

348

56108

0

100

200

300

400

500

600

700

Gro

ss C

ou

nts

Total TV Sets/HD

DVRs DVD Players DVDRecorders

VCRs

625

Holiday PurchasesNPM HouseholdsHoliday PurchasesNPM Households

As of 1/23/2007


= 97%

Sample CharacteristicsDVR vs. Non-DVR HouseholdsSample CharacteristicsDVR vs. Non-DVR Households

Market Break Total US DVR Non-DVRCable Plus 86% 100% 84%Analog Cable 32% 5% 36%DBS 25% 43% 22%Wired Digital Cable 30% 54% 26%

As of January 29, 2007


Market Break Total US DVR Non-DVRCounty Size A 39% 46% 38%HH Size 4+ 26% 32% 25%HH Income $100K+ 14% 30% 12%HH w/ Children 35% 44% 34%HOH Age <35 22% 30% 20%HOH Age 35-54 42% 47% 41%HOH ED = 4+ Years College 31% 42% 29%

Hispanic 11% 8% 12%African-American 12% 9% 13%Asian 9% 7% 9%

Sample CharacteristicsDVR vs. Non-DVR HouseholdsSample CharacteristicsDVR vs. Non-DVR Households



Market Break Total DVR Non-DVRPC Owner 77% 93% 75%Internet 68% 89% 65%VCR Owner 78% 69% 79%Video Game Owner 41% 50% 39%DVD Owner 86% 93% 85%TV Sets 2+ 78% 87% 77%

DVR vs. Non-DVR HouseholdsTechnologiesDVR vs. Non-DVR HouseholdsTechnologies



DVRs in the NPM SampleDVRs in the NPM Sample

Types of DVRsStand-alone11%

Cable47%

DBS42%

Types of DVRsStand-alone11%

Cable47%

DBS42%

Number of DVRs

2 DVRs19%

1 DVR78%

3+ DVRs3%

Number of DVRs

2 DVRs19%

1 DVR78%

3+ DVRs3%



Summary of DVR Sample CharacteristicsSummary of DVR Sample Characteristics

Currently about 13% of the sample

Very highly concentrated in digital homes

Have young, upscale, large family,non-ethnic profile

Are high tech with lots of other electronic equipment

More than 20% have more than one DVR

Currently about 13% of the sample

Very highly concentrated in digital homes

Have young, upscale, large family,non-ethnic profile

Are high tech with lots of other electronic equipment

More than 20% have more than one DVR


Usage PatternsUsage Patterns

When are people using their DVRs to view recorded programming?

Do DVR homes watch television differently than non-DVR households?

Do people still use their VCRs?

When are people using their DVRs to view recorded programming?

Do DVR homes watch television differently than non-DVR households?

Do people still use their VCRs?


When do people use their DVRs?DVR Playback in DVR Households

When do people use their DVRs?DVR Playback in DVR Households

0.01.02.03.04.05.06.07.08.09.0

10.0

AA

%

M-F10A-4P

M-F 4P-6P

M-F 6P-8P

M-Su8P-11P

M-F11P-2A

Sa 8A-1P

Su 8A-1P

Sa 1P-8P

Su 1P-8P

0.01.02.03.04.05.06.07.08.09.0

10.0

AA

%

M-F10A-4P

M-F 4P-6P

M-F 6P-8P

M-Su8P-11P

M-F11P-2A

Sa 8A-1P

Su 8A-1P

Sa 1P-8P

Su 1P-8P

Persons 18-49Persons 18-49

January 1-21, 2007


DVR vs. Non-DVR HouseholdsUsage ComparisonsDVR vs. Non-DVR HouseholdsUsage Comparisons

0

5

10

15

20

25

30

35

40

PU

T (

%)

M-F10A-4P

M-F 4P-6P

M-F 6P-8P

M-Su8P-11P

M-F11P-2A

Sa 8A-1P

Su 8A-1P

Sa 1P-8P

Su 1P-8P

DVR Non-DVR

0

5

10

15

20

25

30

35

40

PU

T (

%)

M-F10A-4P

M-F 4P-6P

M-F 6P-8P

M-Su8P-11P

M-F11P-2A

Sa 8A-1P

Su 8A-1P

Sa 1P-8P

Su 1P-8P

DVR Non-DVR

January 1-21, 2007

Persons 18-49Persons 18-49 LiveLive



0

5

10

15

20

25

30

35

40

PU

T (

%)

M-F10A-4P

M-F 4P-6P

M-F 6P-8P

M-Su8P-11P

M-F11P-2A

Sa 8A-1P

Su 8A-1P

Sa 1P-8P

Su 1P-8P

DVR Non-DVR

0

5

10

15

20

25

30

35

40

PU

T (

%)

M-F10A-4P

M-F 4P-6P

M-F 6P-8P

M-Su8P-11P

M-F11P-2A

Sa 8A-1P

Su 8A-1P

Sa 1P-8P

Su 1P-8P

DVR Non-DVR

January 1-21, 2007

Persons 18-49Persons 18-49 Live + SDLive + SD



0

5

10

15

20

25

30

35

40

PU

T (

%)

M-F10A-4P

M-F 4P-6P

M-F 6P-8P

M-Su8P-11P

M-F11P-2A

Sa 8A-1P

Su 8A-1P

Sa 1P-8P

Su 1P-8P

DVR Non-DVR

0

5

10

15

20

25

30

35

40

PU

T (

%)

M-F10A-4P

M-F 4P-6P

M-F 6P-8P

M-Su8P-11P

M-F11P-2A

Sa 8A-1P

Su 8A-1P

Sa 1P-8P

Su 1P-8P

DVR Non-DVR

January 1-21, 2007

Persons 18-49Persons 18-49 Live+7Live+7


DVR vs. Non-DVR HouseholdsUsage Comparisons – Total DayDVR vs. Non-DVR HouseholdsUsage Comparisons – Total Day

19.6 20.2

15.2

19.4 18.621.7

0

5

10

15

20

25

30

PU

T (

%)

DVR Non-DVR HHI $100K+

HH w/Children

HH3+Persons

Wired DigitalCable

Non-DVR

19.6 20.2

15.2

19.4 18.621.7

0

5

10

15

20

25

30

PU

T (

%)

DVR Non-DVR HHI $100K+

HH w/Children

HH3+Persons

Wired DigitalCable

Non-DVR

January 1-21, 2007

Persons 18-49Persons 18-49 Live+7Live+7


VCR Contribution %Broadcast PrimeVCR Contribution %Broadcast Prime

3.12.4

0.9 0.6

3.5 3.1

1.1 0.80

2

4

6

8

10

VC

R C

on

trib

% o

f T

ota

l

Total DVR VCR & No DVR VCR & DVR

Jan '06 Jan '07

3.12.4

0.9 0.6

3.5 3.1

1.1 0.80

2

4

6

8

10

VC

R C

on

trib

% o

f T

ota

l


Jan '06 Jan '07


VCR Contribution %Broadcast – Weekday AfternoonVCR Contribution %Broadcast – Weekday Afternoon

7.7

5.44.9

1.3

9.0

7.1

5.7

1.8

0

2

4

6

8

10

VC

R C

on

trib

% o

f T

ota

l


Jan '06 Jan '07

7.7

5.44.9

1.3

9.0

7.1

5.7

1.8

0

2

4

6

8

10

VC

R C

on

trib

% o

f T

ota

l


Jan '06 Jan '07


Co-Viewing in DVR HouseholdsEnglish Broadcast PrimeCo-Viewing in DVR HouseholdsEnglish Broadcast Prime

January 1-21, 2007

4951 50 50

46

54

30

40

50

60

Co

-Vie

win

g S

har

e%

Live+7 Live Playback

Alone Persons 2+

4951 50 50

46

54

30

40

50

60

Co

-Vie

win

g S

har

e%

Live+7 Live Playback

Alone Persons 2+



50%

60%

70%

80%

90%

100%

Live SD L+27 Hrs L+51 Hrs L+75 Hrs L+4 Days L+5 Days L+6 Days L+7 Days

Drama (Prime) Sitcoms (Prime) News Sports Daytime Drama

50%

60%

70%

80%

90%

100%



Shifted Viewing by Day - GenreEnglish Broadcast – Live + PlaybackShifted Viewing by Day - GenreEnglish Broadcast – Live + Playback

January 1-21, 2007

Persons 18-34Persons 18-34 DVR HouseholdsDVR Households


50%

60%

70%

80%

90%

100%

Live L+5mins

L+10mins

L+15mins

L+30mins

L+45mins

L+60mins

L+2 hrs L+3 hrs L+4 hrs L+ SD


50%

60%

70%

80%

90%

100%

Live L+5mins

L+10mins

L+15mins

L+30mins

L+45mins

L+60mins



Shifted Viewing by Day - GenreEnglish Broadcast – Live + PlaybackShifted Viewing by Day - GenreEnglish Broadcast – Live + Playback

January 1-21, 2007



Shifted Viewing by Day - GenreSyndication – Live + PlaybackShifted Viewing by Day - GenreSyndication – Live + Playback

80%

85%

90%

95%

100%


Drama Sitcoms News Kids Sports

80%

85%

90%

95%

100%




January 1-21, 2007

DVR HouseholdsDVR Households


80%

85%

90%

95%

100%

Live L+5mins

L+10mins

L+15mins

L+30mins

L+45mins

L+60mins



80%

85%

90%

95%

100%

Live L+5mins

L+10mins

L+15mins

L+30mins

L+45mins

L+60mins



Shifted Viewing by Day - GenreSyndication – Live + PlaybackShifted Viewing by Day - GenreSyndication – Live + PlaybackPersons 18-34Persons 18-34

January 1-21, 2007

DVR HouseholdsDVR Households


Shifted Viewing by Day - GenreCable – Live + PlaybackShifted Viewing by Day - GenreCable – Live + Playback

70%

75%

80%

85%

90%

95%

100%


Drama (Prime) Sitcoms (Prime) News Sports

70%

75%

80%

85%

90%

95%

100%



January 1-21, 2007



70%

75%

80%

85%

90%

95%

100%

Live L+5mins

L+10mins

L+15mins

L+30mins

L+45mins

L+60mins



70%

75%

80%

85%

90%

95%

100%

Live L+5mins

L+10mins

L+15mins

L+30mins

L+45mins

L+60mins



Shifted Viewing by Day - GenreCable – Live + PlaybackShifted Viewing by Day - GenreCable – Live + Playback

January 1-21, 2007



Usage Patterns SummaryUsage Patterns Summary

When we look at Live+7 usage, Persons in DVR homes view similar amounts to all homes

More Co-Viewing in Playback than in Live

Definite pattern by genre of when DVR playback occurs with almost all news and sports events played back the same day

When we look at Live+7 usage, Persons in DVR homes view similar amounts to all homes

More Co-Viewing in Playback than in Live

Definite pattern by genre of when DVR playback occurs with almost all news and sports events played back the same day


Commercial RetentionCommercial Retention

The following charts will compare commercial retention across various streams of data within DVR households

The following charts will compare commercial retention across various streams of data within DVR households


Commercial Retention - DVR HouseholdsEnglish Broadcast - Prime


1.51.71.92.12.32.52.72.93.1

Liv

e

+5

min

s

+1

0 m

ins

+3

0 m

ins

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0 m

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+2

hrs

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7 h

rs

+5

1 h

rs

+7

5 h

rs

+4

da

ys

+5

da

ys

+6

da

ys

+7

da

ys

AA

%

Program AA%Commercial Minute AA%

1.51.71.92.12.32.52.72.93.1

Liv

e

+5

min

s

+1

0 m

ins

+3

0 m

ins

+6

0 m

ins

+2

hrs

+3

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7 h

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+5

1 h

rs

+7

5 h

rs

+4

da

ys

+5

da

ys

+6

da

ys

+7

da

ys

AA

%


Shaded Area is Live+27 hours

January 1-21, 2007



Commercial Retention - DVR HouseholdsSpanish Broadcast - Prime

Commercial Retention - DVR HouseholdsSpanish Broadcast - Prime

0.06

0.08

0.10

0.12

0.14

0.16L

ive

+5

min

s

+1

0 m

ins

+3

0 m

ins

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ins

+2

hrs

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hrs

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hrs

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hrs

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0 h

rs

+1

5 h

rs

+2

7 h

rs

+5

1 h

rs

+7

5 h

rs

+4

da

ys

+5

da

ys

+6

da

ys

+7

da

ys

AA

%


0.06

0.08

0.10

0.12

0.14

0.16L

ive

+5

min

s

+1

0 m

ins

+3

0 m

ins

+6

0 m

ins

+2

hrs

+3

hrs

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hrs

+5

hrs

+1

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rs

+1

5 h

rs

+2

7 h

rs

+5

1 h

rs

+7

5 h

rs

+4

da

ys

+5

da

ys

+6

da

ys

+7

da

ys

AA

%



January 1-21, 2007



Commercial Retention - DVR HouseholdsAd-Supported Cable - Prime


0.12

0.14

0.16

0.18

0.20

0.22

0.24L

ive

+5

min

s

+1

0 m

ins

+3

0 m

ins

+6

0 m

ins

+2

hrs

+3

hrs

+4

hrs

+5

hrs

+1

0 h

rs

+1

5 h

rs

+2

7 h

rs

+5

1 h

rs

+7

5 h

rs

+4

da

ys

+5

da

ys

+6

da

ys

+7

da

ys

AA

%


0.12

0.14

0.16

0.18

0.20

0.22

0.24L

ive

+5

min

s

+1

0 m

ins

+3

0 m

ins

+6

0 m

ins

+2

hrs

+3

hrs

+4

hrs

+5

hrs

+1

0 h

rs

+1

5 h

rs

+2

7 h

rs

+5

1 h

rs

+7

5 h

rs

+4

da

ys

+5

da

ys

+6

da

ys

+7

da

ys

AA

%



January 1-21, 2007





1.5

1.7

1.9

2.1

2.3

2.5

2.7L

ive

+5

min

s

+1

0 m

ins

+3

0 m

ins

+6

0 m

ins

+2

hrs

+3

hrs

+4

hrs

+5

hrs

+1

0 h

rs

+1

5 h

rs

+2

7 h

rs

+5

1 h

rs

+7

5 h

rs

+4

da

ys

+5

da

ys

+6

da

ys

+7

da

ys

AA

%


1.5

1.7

1.9

2.1

2.3

2.5

2.7L

ive

+5

min

s

+1

0 m

ins

+3

0 m

ins

+6

0 m

ins

+2

hrs

+3

hrs

+4

hrs

+5

hrs

+1

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rs

+1

5 h

rs

+2

7 h

rs

+5

1 h

rs

+7

5 h

rs

+4

da

ys

+5

da

ys

+6

da

ys

+7

da

ys

AA

%



January 1-21, 2007





1.5

2.0

2.5

3.0

3.5L

ive

+5

min

s

+1

0 m

ins

+3

0 m

ins

+6

0 m

ins

+2

hrs

+3

hrs

+4

hrs

+5

hrs

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rs

+1

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rs

+2

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rs

+5

1 h

rs

+7

5 h

rs

+4

da

ys

+5

da

ys

+6

da

ys

+7

da

ys

AA

%


1.5

2.0

2.5

3.0

3.5L

ive

+5

min

s

+1

0 m

ins

+3

0 m

ins

+6

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ins

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hrs

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rs

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rs

+5

1 h

rs

+7

5 h

rs

+4

da

ys

+5

da

ys

+6

da

ys

+7

da

ys

AA

%



January 1-21, 2007



0.12

0.14

0.16

0.18

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ive

+5

min

s

+1

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ins

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ins

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ins

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rs

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ys

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ys

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ys

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da

ys

AA

%


0.12

0.14

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ive

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min

s

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da

ys

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ys

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da

ys

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ys

AA

%



Commercial Retention - DVR HouseholdsAd-Supported Cable - Prime Shaded Area is

Live+27 hours

January 1-21, 2007



0.12

0.14

0.16

0.18

0.20

0.22

0.24L

ive

+5

min

s

+1

0 m

ins

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ins

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ins

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hrs

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da

ys

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ys

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ys

AA

%


0.12

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ive

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min

s

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da

ys

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da

ys

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ys

AA

%




Commercial Retention - DVR HouseholdsAd-Supported Cable - Prime Shaded Area is

Live+27 hours

January 1-21, 2007


Advertiser Schedule CumesAdvertiser Schedule Cumes

The next few slides focus on the impact of time shifted viewing to Advertiser Schedules

– Monitor-Plus schedules were used to look at the exact minute of the commercial

The next few slides focus on the impact of time shifted viewing to Advertiser Schedules

– Monitor-Plus schedules were used to look at the exact minute of the commercial


Advertiser Schedule Cumes66 GRPsAdvertiser Schedule Cumes66 GRPs

Brand: CLAIROL HERBAL ESSENCES SHAMPOOGRPs based on Live Data245 Unit ScheduleMainly Cable and Broadcast Daytime

FreqLive L+SD L+7D Live L+SD L+7D L+7D

Total US 66 67 68 38.3 38.6 39.0 1.7DVR 55 60 65 34.2 36.4 39.2 1.7Non-DVR 68 68 68 38.9 38.9 38.9 1.8

GRPs AA Reach%


November 2006



Brand: VICKS 44 THROAT REMEDIESGRPs based on Live Data679 Unit Schedule70% Cable mostly Weekday Afternoon

November 2006



GRPs AA Reach%




Brand: FORD FUSION AUTOSGRPs based on Live Data840 Unit SchedulePrime and Late Night spots



GRPs AA Reach%


November 2006


2007 Super Bowl XLI CommercialsMultiple Views-DVR Households

2007 Super Bowl XLI CommercialsMultiple Views-DVR Households

35.0

40.0

45.0

50.0

9 23 49 59 71 87 92 115 143 154 180 205

AA

%

Live+SD AA% Live+SD GAA%

35.0

40.0

45.0

50.0

9 23 49 59 71 87 92 115 143 154 180 205

AA

%

Live+SD AA% Live+SD GAA%

Sierra MistSierra Mist

Chevy HHRChevy HHR

SnickersSnickers

Nationwide Insurance/ Bud Light

Nationwide Insurance/ Bud Light



Commercial Retention SummaryCommercial Retention Summary

Near live play retains more of the audience to the commercials

Including Playback raises the reach but lowers the frequency

An event like the Super Bowl delivers multiple plays of popular commercials

Near live play retains more of the audience to the commercials

Including Playback raises the reach but lowers the frequency

An event like the Super Bowl delivers multiple plays of popular commercials


Other Technology Sample Trends-15 Years Universe Estimates

Other Technology Sample Trends-15 Years Universe Estimates

43

838595

29

0

20

40

60

80

100

5 10 15

Years

Multi-Set Color VCR Remote Control Video Games

43

838595

29

0

20

40

60

80

100

5 10 15

Years

Multi-Set Color VCR Remote Control Video Games

Documents

Television Viewing Behavior in DVR Households