Local Passes National in Time-Shifted Viewing

TVB released an analysis of time-shifted viewing for the first six weeks of the 2012-13 primetime broadcast season. The analysis revealed that time-shifted viewing in the nation’s top local markets is outpacing the national average by 26%.

Across the 25 Local People Meter (LPM) markets, an average of 18 programs per market over-indexed the national average of live-plus-same day time-shifted viewing. However, some markets consistently over-delivered including Chicago (44 programs), Dallas (44 programs), San Francisco (29 programs), Los Angeles (38 programs) and Houston (37 programs). While industry observers have largely focused on the amount of national time-shifted viewing that occurs in the three days after programs first air, according to data provided by Nielsen Media Research, a substantial 43% of all time-shifted viewing is occurring on the same day the programming originally aired, TVB says. TVB examined the live-plus-same day audience trends over the first six weeks of the season and said there were several significant insights of relevance to local broadcast TV.