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Nielsen: TV Time-shifted Viewing Increases

16 Mar, 2011 By: Erik Gruenwedel

The number of TV viewers watching recorded programming jumped more than 13% during the fourth quarter compared with the same period in 2009, according to new Nielsen data. Time shifting increased nearly 18% year-over-year in the third quarter.

The New York-based data tracking company said the average person watched more than 10 hours of recorded content by the end of 2010, an increase of nearly one hour and 15 minutes during the same period in 2009. It also suggests more content was fast-forwarded through the commercials.

The data underscores the fact that TV viewing remains seasonal — higher in the winter months, lower in the summer — regardless of evolving technologies and consumer viewing habits. Indeed, the average person watched more than 154 hours of traditional TV in Q4, up 18 minutes from the same period in 2009, according to Nielsen.

These overall increases in time shifting are not driven by more DVR viewing per home but by more homes using DVRs, according to the report. During the fourth quarter, the average person in a DVR home watched nearly 26 hours of time-shifted television per month, a year-over-year increase of 19 minutes.


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