On-demand, DVRs changing the TV ratings game

“Modern Family” tops the rankings when on demand audiences are added to live TV ratings. (AP Photo)

DVR and on-demand viewing audiences are starting to count when evaluating true TV ratings, and it turns out the shows that are highest rated among on-demand viewers are not live shows.

The New York Times article points out “American Idol” has dominated live television ratings for years, but with the growing popularity of DVRs and time-shifted viewing, scripted television is making a comeback.

“The number one show in the country most weeks this year has been “Modern Family,” not American Idol,” said Brian Stelter, who co-wrote the NY Times piece.

“The reason I wrote this story is that I had been noticing myself, I’d been watching “Modern Family” every week on my DVR. I hadn’t been watching live, but I had been watching on my DVR,” said Stelter in an appearance on 97.3 KIRO FM’s Ross and Burbank Show. “What I noticed on the Neilsen ratings is that the show gains 3 or 4 million people [age 18 to 49 through non-live viewings].”

Listen to Brian Stelter: TV Ratings vs TiVo

Stelter believes sitcoms perform better than live shows because they have a longer shelf life.

“Scripted shows benefit more from DVR use because you don’t have to watch them right away,” said Stelter. “You can cue up a month’s full of episodes and watch them all at once.”

And “Modern Family” isn’t the only scripted show experiencing success from the DVR audiences.

“Among the prime-time hits that get a 40 percent or higher lift among 18- to 49-year-olds because of time-shifting: Fox’s “House,” “Glee,” “New Girl,” and “Alcatraz”; ABC’s “Grey’s Anatomy,” “Private Practice” and “Revenge”; and NBC’s “The Office” and “Up All Night,” Stilter writes in the NY Time’s article.

Stelter said network execs are starting to notice the changes in the way we watch TV.

“As we have more and more ways to watch these shows, there’s a growing awareness that you can’t judge a show overnight. You can’t come in the next day if you’re a network executive, look at the overnight ratings and declare a success or a failure. You really do have to wait a couple of weeks to get all the totals in.”

The number of people moving to on-demand viewing continues to grow.

“A few years ago, maybe 25 percent of us had them, now about 45 percent of households have DVRs,” said Stelter. “The rest of us might watch on VOD on your cable system. You might watch on Hulu. You might watch on an iPad or an iPhone.”

“I think the reality is that DVR really it’s a bridge to the future. It’s a way to get to an on-demand world,” said Stelter, adding the days of fast forwarding through commercials are probably numbered.

“I think more and more there’s going to be a move toward that kind of commercial experience where you can’t fast forward, but in exchange you’ll have as many shows on-demand as you want. You’ll have entire seasons of shows available in the way that we already do on Hulu and Netflix.”

By JAMIE GRISWOLD, MyNorthwest.com Editor

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