“There is no way to sugarcoat this: broadcast has taken a beating,” Nomura Securities’ Michael Nathanson says this morning in his quarterly report on primetime TV viewing. He assesses the market the way most networks and advertisers do — folding in DVR views of a show up to three days after a live broadcast (known in the industry as C3). He finds that the major networks were down 9.4% among the target 18 to 49 year olds vs the same period last year while cable networks were only off 0.4%. It’s the second consecutive quarter of substantial declines for broadcasters. And it’s worrisome for them because many now want to count DVR eyeballs — even though lots of users skip over ads. Live viewing in the demographic has declined for 15 successive quarters; in Q2 it fell 15.2% for the broadcast networks and 4.3% for cable. Fox was hit hardest with C3 ratings -18.7% followed by NBC (-11.8%) and ABC (-9.7%). CBS, however, was up 8.4%. Over in cable, companies with meaningful increases in year-over-year C3 ratings were Disney (+25.8%) and Scripps Networks (+8.8%) — results were gloomier for AMC Networks (-8.2%), Viacom (-7.7%), and Time Warner (-6.6%). Still, Nathanson has some encouraging news for networks concerned that ad skipping will become a lot more commonplace as the number of DVR households grows from 40% now to 47% expected in 2015. New users don’t appear to be as fast on the trigger: The percentage of broadcast commercials skipped by DVR users dropped to 46.7% in the 2011/2012 season from 58.8% in 2007/2008. For cable, 50.4% of the ads were skipped this past season vs. 52.8% in 2007/2008.
Broadcast Ratings Hammered In Q2, Even With DVRs Factored In: Analyst
What's Hot on Deadline
SAG Awards: 'Three Billboards Outside Ebbing, Missouri' Wins For Film Ensemble - Complete Winners List
SAG Awards Analysis: 'Three Billboards' Rebounds From PGA Loss, But Oscar Race Still Too Close To Call; NBC's 'This Is Us' Shakes Things Up On TV Side
Jason Blum's Advice To Burgeoning Producers At Sundance: "Don’t Worry About Your Movie Getting A Theatrical Release"
White House Correspondent April Ryan Tells CNN News Organizations Have Police "On Speed Dial" For Death Threats
'Jumanji' At $768M WW Intensity & 4th #1 In A Row Overseas; 'Maze Runner: Death Cure' Debuts - International Box Office
Latest TV News
- TV News Fires Up For Noon Budget Vote On Day 3 Of Government Shutdown
- BBC Worldwide Investment; Banff Names Honouree; Sky Vision Closes ‘Britannia’ Sales – Global Briefs
- Caryn Mandabach Prods Developing Kazuo Ishiguro’s ‘When We Were Orphans’
- SAG Awards Analysis: ‘Three Billboards’ Rebounds From PGA Loss, But Oscar Race Still Too Close To Call; NBC’s ‘This Is Us’ Shakes…
- SAG Awards Backstage: Allison Janney Calls #MeToo Movement “Watershed Moment” For Hollywood
- SAG Awards: ‘Three Billboards Outside Ebbing, Missouri’ Wins For Film Ensemble – Complete Winners List