New York - TV ratings provider Nielsen on Thursday announced results of its first ratings data that include digital video recorder viewing, which showed that ads for some TV shows received higher ratings when viewed on DVR recordings than on their original broadcasts.

The company has begun offering clients a new Average Commercial Minute rating, which includes live viewing; live viewing plus DVR playback on the same day; and live viewing plus DVR playback for one, two, three and seven days.

Nielsen data shows that, of the 17% of U.S. households with DVRs, 58% of broadcast primetime viewing occurs live, with 42% taking place through some form of DVR playback -- and 95% occurs within three days of the live telecast.

Among households with DVRs, the audience for commercials in primetime broadcast programs increased 18% when including same-day DVR playback, and 32% when including three days of playback.

Both cable and syndicated programs also showed increased DVR commercial viewing, although at lower rates.

Among primetime shows, DVR viewers watched more commercials during "The Office" than any other program, followed by "Family Guy," "Bones," "Smallville" and "Grey's Anatomy."

Related Links:
http://www.nielsen.com/media/pr_070531.html

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