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MediaBuyerPlanner: A Magna Global USA study reveals that the average television commercial pod rating for the six broadcast networks is seven percent lower than the average program rating, Mediaweek reports. Scripted series on CBS have kept the most viewership when going from programming to a commercial pod.
Viewers tend to continue to watch commercials during breaks on the broadcast networks more than on the 25 cable networks examined.
Commercial pod viewing is higher after longer program segments. Procedural dramas like CSI and Law & Order posted their highest commercial ratings in the next to the last commercial pod which airs right after the climax of the show, prior to the final act. In reality shows, commercial ratings build throughout the show, with highest commercial pod viewing after contest results or a winner is reveled.
DVR homes watch more programming and slightly more commercials than non-DVR homes, but 75 percent of all played back commercials are skipped.