Time-​Shifted Viewing to be Revisited as TV Media Buying Metric

Advertisers and media companies know that consumers are time shifting their TV viewing. Industry analysis has often focused on the national advertising market and the battle between broadcast and cable with respect to DVR use. But new research from TVB shows that local marketers may want to take the time-​shifting tendencies of consumers into account as they plan their ad buys.

With so many viewing alternatives at their disposal, up to 50% of the audience for popular network shows delays viewing the program until a little later that same day.  Consumers are also turning to their DVRs to record favorite programming in the local market. TVB analysts note that it is clear that time-​shifted viewing has "transcended ‘sampling’ and is becoming an essential component of Local Broadcast Television viewing behavior.”

As a result of this study, analysts emphasize that a significant part of the same-​day viewing audience is not being counted when market statistics are tallied. These numbers hold real value for advertisers who seek to connect with ‘significant and unique local audiences.” When media sellers and buyers meet again to discuss market size and the differences between Live and Same-​Day Audiences, it’s likely that the worth of the time-​shifting consumers in the local region will rise.

[Source: Local Broadcast TV Markets. TVB​.org. 26 Nov. 2012. Web. 5 Dec. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.