»
DVR playback viewing should continue to grow, increasing by 20 percent next year, according to a senior television executive. That growth will likely add ratings points to commercial ratings, says David Poltrack, chief research officer for CBS and president of CBS Vision. Commercial ratings are the currency upon which networks are expected to sell ad space beginning next year.
On average, DVR playback of network shows adds to programming ratings by about 4 percent, MediaPost writes. Commercial ratings have been shown to be about 95 percent of their associated programming ratings. So the drop of 5 percent from programming to commercial ratings is nearly cancelled out by the 4 percent increase from DVR playback viewership, Poltrack points out.
As playback continues to grow, commercial ratings could increase, perhaps by as much as 8 to 10 percent, giving the networks higher ratings to sell.
Poltrack spoke at a presentation last week at investment banker Bear Stearns, in a talk that was virtually the same one he gave the Television Critics Association in July.
Stories related to commercial ratings:
Stories related to DVR playback viewing:
Katz Media Group has added another new client, Lincoln Financial Media, and will sell ad time on the company’s 15 stations beginning immediately.
Katz also added CBS Radio and Entercom last week, picking them off from Interep’s list.
Katz has also…
Last week, Aegis Group CEO Robert Lerwill resigned unexpectedly, sparking speculation that a takeover may be on the horizon.
Lerwill stepped down officially today (Monday), with Aegis chairman John Napier taking over his duties on an interim basis, writes MediaPost. People…
Out-of-home companies are bracing for the recession like everyone else, but they may not feel the sting as badly as other media.
Though the third quarter brought negative growth to the nation’s three largest OOH companies - Clear Channel Outdoor,…
The 82nd annual Macy’s Thanksgiving Day Parade pulled an average 12.6 rating/26 share on Thanksgiving morning, Nov. 27, according to Nielsen.
That was 8% higher than its telecast last year, Mediaweek writes. NBC estimated that a total 44.7 million viewers…
Time magazine ousted Cosmo as the top magazine for college students in this year’s Anderson Analytics fall survey.
Time also jumped past People, which was last year’s No. 2, writes Ad Age. A Time spokesperson said the magazine did not run…
Email, news gathering and paying bills continue to be the most widely used online activities among U.S. adults, but downloading TV programs, watching videos and making web phone calls posted the biggest overall growth, according to data from Mediamark Research…
