Local Broadcast TV Markets Surpass National Time-Shifted Viewing


– Essential Trend to be Recognized by Advertisers Seeking to Reach Local Audiences –

– In First Week Six Weeks of New Season, Time-Shifted Portion of Broadcast TV Audience in LPM Markets Show Surging Local Trends –

New York, November 26, 2012 – TVB, the not-for-profit trade association of America’s commercial broadcast television industry today 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+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 3 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 took a focused look at the Live+Same Day audience trends over the first six weeks of the season and there were several significant insights of relevance to local broadcast TV.

TVB’s SVP, Chief Research Officer, Stacey Lynn Schulman, explained, “On a national basis, Same Day, time-shifted viewing rose to as high as 52% (NBC’s Parenthood, week 5) for some shows. However, local markets saw even greater lifts, climbing to as high as 91% (FOX’s FRINGE, week 6 Cleveland DMA). Six weeks into the season it is clear that time-shifted viewing has transcended ‘sampling’ and is becoming an essential component of Local Broadcast Television viewing behavior.”

Steve Lanzano, TVB President and CEO added, “High levels of time-shifted viewing in LPM markets reveals a large number of impressions not accounted for when media planning and buying is based on Live Only data. Across all 25 LPM markets for the first 6 weeks of the season, 140 million A25-54 impressions came from Same Day, time-shifted viewing. These valuable impressions are growing with each new broadcast season and provide advertisers with the significant and unique local audiences that positively impact their marketing results.”

“As DVR penetration and new technologies spread to local markets at a varied pace and audiences take advantage, it is becoming more apparent that the Live Only sample is shrinking,” said Maribeth Papuga, Executive Vice President, Director Local Investment and Activation, MediaVest in response to the analysis. “While we continue to note that these reported audiences still only reflect averages related to program viewing, the TVB study demonstrates the increased usage of new technologies and time shifted viewing across America's local markets.”

TVB’s analysis is available here.

About TVB
TVB is the not-for-profit trade association of America’s commercial broadcast television industry. Its members include television broadcast groups, advertising sales reps, syndicators, international broadcasters, associate members and over 500 individual television stations. TVB actively promotes local media marketing solutions to the advertising community, and in so doing works to develop advertising dollars for the medium’s multiple platforms, including on-air, website and mobile. TVB provides a diverse variety of tools and resources, including this website, to support its members and to help advertisers make the best use of local ad dollars.

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