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DVR playback viewership gains are higher than ever this season, writes MediaPost. Lost, for example, seemed to be losing its audience, generating only a 5.0 rating and 13 share average, but when its seven-day DVR playback data from Nielsen is considered, the show is actually earning a 6.2/16 - a 24 percent rise.
Studio 60 on the Sunset Strip is the second-biggest earner, going from a 3.0/8 to a 3.6/9 - a 20 percent gain - when DVR seven-day data is considered.
Other shows that benefit from the data are Fox’s Prison Break and 24. NBC’s increases included Heroes, The Office, Las Vegas, Friday Night Lights, The Apprentice and My Name Is Earl. The CW’s One Tree Hill also improves significantly with seven-day data.
The question, of course, is if advertisers will be willing to consider those numbers, or if they will continue to insist on live or live-plus-same-day viewing when buying TV time.
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