Networks eye new ratings dynamic as digital video recoder penetration increases
By David Bauder, Television Writer
NEW YORK (AP) --ABC’s “Modern Family” may not be the top-rated comedy on television, but it’s the one most viewers catch up with on their digital video recorders.
Through the first two weeks of the season, the Nielsen Co. said an average of 4.5 million viewers watched a recording of “Modern Family” after it first appeared on the air. That lifted the show’s viewership from nearly 14 million people who watched it live to 18.5 million.
It was the prime-time program that got the biggest lift when Nielsen’s measurement of who watches on DVR within seven days is added in. Networks are increasingly watching this new ratings measurement as DVR penetration increases.
Eight shows besides “Modern Family” saw their audiences grow by more than 3 million when the DVR statistics were added. Six are on CBS, led by “Two and a Half Men.” ABC’s “Grey’s Anatomy” and Fox’s “Terra Nova” picked up significant time-shifted viewing.
By percentage, the two-week champ was Fox’s “Fringe.” It airs live on Fox on Friday night, when many of the network’s young viewers are out, and saw its viewership increase by 45 percent from 3.3 million to 5 million with DVRs added in.
NBC’s ratings this season are abysmal, but one ray of light is that the network’s “Parenthood,” ”Prime Suspect” and “Up All Night” increased their audiences by more than 30 percent through DVRs, Nielsen said.
The DVR numbers could be the difference between life and death for marginal series. ABC’s just-canceled “Charlie’s Angels” had virtually the same live audience as its new “Pan Am” last week, but during the first two weeks of the season the percentage of people who watched “Pan Am” on DVR was more than twice that of “Charlie’s Angels.”
In what’s becoming a pattern, CBS dominated live viewing again last week with 16 of the top 25 shows in Nielsen’s ranking. A strong newcomer was ABC’s comedy “Last Man Standing,” which landed in the top 10 with its premiere, evidence of actor Tim Allen’s enduring popularity.
For the week in prime time, CBS led with an average of 10.6 million viewers (6.7 rating, 11 share), Fox had 9 million and ABC had 8.6 million (both 5.5, 9), NBC had 6.4 million (4.1, 7), the CW had 1.7 million (1.1, 2) and ION Television had 940,000 (0.6, 1).
Among the Spanish-language stations, Univision led with an average of 3.2 million viewers (1.7, 3), Telemundo had 1.1 million (0.4, 1), TeleFutura had 510,000 (0.3, 0), Estrella had 220,000 and Azteca 190,000 (both 0.1, 0).
NBC’s “Nightly News” won the evening news ratings race, averaging 8 million viewers (5.4 rating, 11 share), ABC’s “World News” had 7.5 million (5.1, 10) and the “CBS Evening News” had 5.5 million (3.8, 7).
A ratings point represents 1,147,000 households, or 1 percent of the nation’s estimated 114.7 million TV homes. The share is the percentage of in-use televisions tuned to a given show.
For the week of Oct. 10-16, the top 10 shows, their networks and viewerships: “NCIS,” CBS, 18.98 million; “Dancing With the Stars Results,” ABC, 16.89 million; “Dancing With the Stars,” ABC, 16.79 million; NFL Football: Minnesota at Chicago, NBC, 16.57 million; “Two and a Half Men,” CBS, 16.2 million; “NCIS: Los Angeles,” CBS, 15.4 million; “Sunday Night NFL Pre-Kick,” NBC, 14.39 million; “Modern Family,” ABC, 13.65 million; “The Big Bang Theory,” CBS, 13.58 million; “Last Man Standing,” ABC, 13.19 million.
Effie UK and Ipsos Report Concludes Marketing Industry Should Do Its Part To Heal Societal Divisions
Society has never been more divided, according to a new report Healing the Divide in which Effie UK and brand and advertising experts from Ipsos explored brands’ role in shaping society and healing societal divisions.
The report details how instability, inflation, and COVID recovery —the convergence of multiple interconnected crises around the world that coincide with and amplify each other, causing hard to resolve systemic challenges, have become the norm over the past few years. As a result, the use of division as a weapon is now a major theme in today’s culture and politics, and sadly 47% of the UK and 49% of the US agree with the statement that “Within my lifetime, society in my country will break down,” according to Ipsos Global Trends 2024.
While some brands have tried to respond to this, the report finds responsible marketing is now threatened by weaponized division. It points to the World Federation of Advertisers’ decision to shut down the Global Alliance for Responsible Media following an antitrust lawsuit filed by Elon Musk’s X, combined with DEI rollbacks, as significant setbacks.
The report says these setbacks underline the importance of marketing in solving collective problems, such as climate change, food security, and harmful online content. It also points to a need for marketers to take more interest in and more responsibility for healing divisions.
Research claims marketers are ideally placed to build and rebuild the antidote to division (trust, empathy, a sense of control, connection and collaboration). According to the Ipsos Veracity index of trusted professionals, society is becoming more trustworthy of advertising executives. Additionally, 57% of Britons agree that brands should communicate their... Read More