Leno slot less timeshifted than last year
46% of TiVo users record the show to watch laterNEW YORK -- Time-shifted viewing of NBC's "The Jay Leno Show" among TiVo users is below the network's year-ago levels for 10 p.m. programming, but it eats more into the network's 11 p.m. viewership, including "The Tonight Show with Conan O'Brien," according to DVR pioneer TiVo Inc.
After two weeks on the air, an average of 46% of the show's TiVo subscriber audience opted to record it and watch it later, it found. That compares to an average of 70% of time-shifted viewing of NBC programs in the 10 p.m. slot last season. This has also resulted in less time-shifting for NBC thus far this season at 10 p.m. when compared with other broadcast networks, TiVo said.
However, the TiVo Stop||Watch ratings service also found that nearly 20% of time-shifted viewing of the Leno show occurred within one hour of the start of the program, up from 13% last season.
"Depending on who you ask, NBC's glass is either half full or half empty," said Todd Juenger, vp & general manager, TiVo Audience Research & Measurement. "While Leno is succeeding in reducing the amount of timeshifted viewing for NBC's 10 p.m. timeslot, he certainly isn't 'TiVo-proof' as nearly 50% of viewing is still timeshifted. Moreover, those timeshifted viewers are nearly twice as likely to watch within one hour, displacing NBC's 11 p.m. timeslot."