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Should advertisers be leery of the best shows on television? Yes, says TiVo.
The DVR pioneer said Wednesday that 25 of the 28 shows nominated for Emmys in the five outstanding-series categories are viewed in time-shifted mode more than other shows of their genre, which makes them likelier candidates for ad-skipping.
“30 Rock,” winner of the comedy-series Emmy, is viewed in time-shifted mode 74% of the time at households with a TiVo; that’s six percentage points higher than the average sitcom. Everything nominated in that category exceeded the average, with “Weeds” highest at 90% and “How I Met Your Mother” lowest at 69%.
The same holds true for outstanding drama.
Emmy winner “Mad Men” is watched in time-shifted mode 85% of the time, while the average is 75%. The lowest in that category is “Lost” at 80%; the highest is “Dexter” at 87%.
In the reality-competition category, “The Amazing Race” took the Emmy. It is watched in time-shifted mode 67% of the time, compared with the category average of 65%.
The Emmy for outstanding variety, music or comedy went to “The Daily Show With Jon Stewart,” watched in time-shifted mode 78% of the time while the average for the category is 53%.
The outstanding animated show was “South Park,” watched 82% of the time in time-shifted mode compared with an average of 69%.
The only nominated shows that are watched in time-shifted mode less than the average for their category are “American Dad,” “Dancing With the Stars” and “Late Show With David Letterman.”
TiVo uses its Stop//Watch audience measurement service to collect the data. The data applies to TiVo users, of which there are 3 million in the U.S., and the company makes no claims as to how the data relates to users of generic DVRs.
TiVo’s report came the same day that Bernstein Research warned of DVRs “having a material impact on TV consumption patterns in the U.S.” Analyst Michael Nathanson said DVR penetration is approaching 50% among the wealthiest, best-educated households in America, a trend that is “clearly bad news for networks aimed at the affluent demos.”
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