Later Viewings of Shows on DVRs Brighten Ratings

Across network television, shows during premiere week got a substantial lift. For about half the shows in prime time, 51 in all, ratings for ages 18 to 49 grew by more than 20 percent when the seven-day DVR playback results were factored in. "This confirms what we've known: the DVR is our frenemy," said Alan Wurtzel, the president of research for NBC, meaning the recording devices are both friend and enemy to network television. That's because the devices clearly offer the opportunity to expand the reach of network shows but they also allow viewers the chance to skip through commercials, a serious concern for advertisers. But David F. Poltrack, the chief research officer for CBS, argued that, without reservation, "the DVR is a good thing for network television." He said, "One thing that has most limited viewing was shows being on against one another. The DVR has made it easy to watch any show you want."