3 Ways Your Local Media Schedule Can Avoid the Impact of the DVR

local media buying strategy

How to place a local media schedule that your target audience will see and not fast-forward through.

Nielsen estimates that 43% of US Adults own a Digital Video Recorder (DVR) with a 30% increase in usage from last year.

As a result of the DVR, people are actually watching MORE television, but, unfortunately this could also mean, that they are watching LESS commercials.

Not only do you want to ensure that you are reaching your target audience, but you don’t want to pay for the impressions that will fast-forward through your commercial.

According to the Nielsen ratings estimates, some prime programs can see an audience increase of 40%-60% when seven days of DVR viewership is included to live viewership.

Here are 3 ways to increase the ROI of your television schedule and avoid time-shifted viewing:

Exclude DVR Viewership in Your Ratings Projections

Nielsen provides a number of data sets including and excluding DVR viewership.  The industry standard for placement and posting is “live” viewership plus 3 days of DVR viewership (Live+3 or C3 ratings).  You can also use the data of only live viewers to evaluate your television schedule.

Evaluating the various data sets will allow you to see how time-shifted viewing impacts a program.  The highest rated prime programs often have the highest percentage of DVR viewership.

Include Programming That is Not Often Recorded

Local news tends to make up a large portion of a local television schedule for several reasons.  There may be less expensive inventory available, especially in the morning, and local news is a great way to associate your brand with the community.

Time-shifted viewing rarely impacts local news programs, which also make them a good buy to reach your target audience.

Primetime programs are the most affected by time-shifted viewing.  Think about including programs like sports and specials like award shows to reach your target audience.  These programs are rarely recorded and often have a more engaged viewer.

For example, Sunday Night Football is one of the highest rated programs in the fall across all of the key demos, and a large majority of the audience is live.  In the Atlanta market, Sunday Night Football only increased 3% when comparing Live only and Live plus Same Day, and did not increase at all when adding 3 or 7 days of DVR viewership.  This could be a great fit for your television schedule.

Watch Social Media Trends

Social media has an interesting impact on television viewing.  According to Nielsen, more than 33% of Twitter users actively tweet about TV-related content.  With more conversation happening on social media during a program, the greater need for a viewer to watch the program live.

Trendrr.TV tracks social media activity for broadcast and cable programs.  While the industry will not buy and sell television inventory based on number of tweets, this data will show how engaged an audience is in the content and is a good indicator of shows that are viewed live versus recorded.

photo credit: abbyladybug via photopin cc

Shelby Nichols

About Shelby Nichols

Shelby is Director of Digital Media at Sheehy, a regional advertising, marketing and media agency. With close to 15 years in the industry she has planned and purchased a wide range of media and has a passion for all things digital.

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