Usual DVR Fare Is Not News and Sports
On April 4, the ABC series Lost had 10.8 million viewers less than half the audience that American Idol attracted an hour earlier on Fox. But among people using digital video recorders to defer watching TV, Lost was almost twice as popular as American Idol. Why?
Shows with content that can be quickly eclipsed by the news, broadly speaking, do not do well in DVR (Related) playback. Sports and news, for example, have almost no deferred viewing. That goes for contest shows, too.
People know the next day that Sanjayas been voted out, said Brad Adgate, senior vice president for research at Horizon Media, an ad-buying agency. So theres an immediacy to watching it live, or as close to live as you can.
By contrast, dramatic series like Lost, in which each episode fits into an unfolding narrative, have far more DVR viewers.
Shows geared for younger audiences are also more likely to draw in DVR users. According to figures released by Nielsen last week, DVR viewership of The Office equaled 31 percent of the shows live viewership in the first week of April, while Desperate Housewives picked up only 10.8 percent more viewers.
The Housewives viewer is, on average, eight years older than the typical viewer of The Office. ALEX MINDLIN
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