MediaBuyerPlanner: This week’s release of seven-day playback data from DVRs was disappointing to the networks, with none of the new shows seeing enough of a lift to be labeled flat-out hits.
Many returning shows were down from last year’s live averages for opening week, even with DVR viewers added in, writes Media Life.
NBC’s Heroes got the biggest bump from DVR viewing, among adults 18-49. It grew 2.3 ratings points, or 27.3 percent, to an 8.4. Grey’s Anatomy grew the most among total viewers, up 16.9 percent to almost 23 million. That number is 2.5 million less than the non-DVR audience of its premiere last year.
The most time-shifted of the new shows were ABC’s Private Practice and NBC’s Bionic Woman, both of which saw double-digit increases in both 18-49s and total viewers. Those two shows were also the most-watched in premiere week among new shows.
Fox’s Back to You and the CW’s Reaper both grew enough to perhaps be safe for a while. Returning shows How I Met Your Mother on CBS, Fox’s Prison Break and My Name Is Earl on NBC all saw DVR boosts of 20 percent or more.
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