Another week, another study…
RINGWOOD, N.J., April 26 /PRNewswire/ — According to the Total TV Audience Monitor (T-TAM), an annual syndicated report which measures total TV viewing, about one-fourth (24%) of DVR owners actually watch time-shifted TV in the average week. Furthermore, only 6% of DVR owner’s total weekly viewing time is shifted. DVR owners watch an average of 29.25 hours of TV in a week, and only 1.7 of those hours are shifted.
The T-TAM study reports that DVR owners watch 2 more hours of TV in an average week compared to non-owners. Those who watch any time-shifted content consume the most TV — 30 hours per week. Syndicated programs (8%) are amongst the most popular genres time-shifted by men. Sports events and news are the least likely types of programming to be viewed as shifted. Daytime soaps account for 26% of quarter hours viewed as time-shifted by women.
According to Barbara Leflein, with Total TV Audience Monitor, “there’s an incremental audience lift of as much as 9% among 35-49 year olds for select broadcast networks during primetime, when time shifted viewing is included. This is a significant finding, because when combined with out-of-home viewing, traditional measures can miss over one-fifth of time shifter’s viewing in the average week.”
The T-TAM 2005 study, also uncovered these key DVR facts:
- 17% of adults 18+ (36 million) report owning a DVR, an increase of 55% from the 11% reported in the 2004 study.
- The recent growth in DVR ownership can be attributed to upgrading to set-top boxes with built-in DVRs (4% of adults in 2004 to 8% in 2005). The penetration of TiVo and Replay units remained unchanged from 2004 (3% TiVo & 4% Replay).
- The West Central and South East territories have the highest DVR penetration levels (20% and 19% respectively). Penetration levels in these regions doubled since 2004.
- DVR owners are more likely than the average adult TV viewer to be: college educated (41%), employed in a professional occupation (36%) or self-employed (11%)
- DVR owners are also more likely to visit restaurants (24%), bars (9%), hotels (6%) or airports (3%)
- The average DVR owner has 3.3 working TVs compared to 2.9 among non- owners and is more likely to subscribe to premium pay channels and VOD.