Time-Shifting Proves Boon To Broadcast, Cable

A new report from media agency RPA shows that for all time-shifted viewing -- live plus seven days of DVR playback -- total viewing among viewers two-plus increased 4% to 96.8 million program minutes (using Nielsen NTI data) in the 2009-2010 season.

Even 18-49 viewers -- the key buying group for TV advertisers -- improved 1% to 41.07 million program minutes versus the year before. RPA notes that DVR penetration was 36% for the year versus 30% the year before and 23% in the 2007-2008 year. Looking at C3 ratings -- commercial ratings plus three days of DVR playback, a measure that TV advertisers use as the currency of their TV purchases -- viewing for total viewers was up 3% to 86.1 million program minutes. Adults 18-49 were down 1% in this category to 35.7 million program minutes. Total viewing for all viewers was up in two other categories: live program same-day viewing, 2% higher to 93.1 million program minutes, and commercial ratings-plus-same-day-DVR-playback ratings, up 2% to 84.0 million program minutes.