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Time-shifted Viewing Boosts Local Ratings
Time-shifted viewing significantly affected ratings in some of the key demographic groups during the May sweeps period, according to new research released by the Television Bureau of Advertising. Many top local TV markets saw large, double-digit increases.
The Chicago market, for example, saw a gain of 18.5 percent in the 18-34 demo when comparing live-plus-seven-day viewing to live-only viewing - a jump of 2.2 rating points, writes MediaPost. In viewers 18-49, the jump was 16.6 percent, or a gain of 2.6 ratings points.
Prime time saw the most benefits from time-shifted viewing, while news dayparts were the least time shifted, according to Mediaweek.
