TiVo: Primetime Programs, Ads Time-shifted During Sweeps Months21 Jan, 2009 By: Erik Gruenwedel
Primetime television programs during network broadcast sweeps in May and October garnered the heaviest time-shifting on digital video recorders, according to TiVo.
The Alviso, Calif.-based DVR pioneer said 54% of prime-time programming was time-shifted in May and October, compared to 40% in June, July and August.
Todd Junger, VP and GM of TiVo audience research and measurement, said Fox’s “American Idol” ranked as the most-recorded TV program in 2008. The reality program also registered the four top-rated commercials.
Junger said increased time shifting resulted in the likelihood of fast-forwarding through commercials as well.
“Despite the fact the most highly rated programs garner the biggest audiences and the heftiest advertising price tags, the reality is that ads run during these programs are the ones getting fast-forwarded the most,” he said.
TiVo reported that movie trailers continued to rate the most-watched commercials, and that among cable channels, the successful integration of characters from USA Network’s “Psych” into collaborative ads from Alltel resulted in ”staggering” numbers of viewers who did not fast-forward.
Overall, Budweiser registered the least fast-forwarded ads, while Liberty Mutual and Bank of America retained above-average viewer attention due to concerns about the economy, according to TiVo.