The times are a changing and the good news is that we can now measure what we’ve all been doing for years…time shift viewing on free-to-air networks and subscription TV using VCRs, DVD-R, TiVo, Foxtel IQ, Austar’s My Star and others
There are three viewing definitions, basically;
“LIVE” – viewing TV content as it goes to air
“AS LIVE” – viewing TV content at a different time to the live broadcast but within the same day
“TIME SHIFT” – viewing TV content 24 hours after the live broadcast
As i write we have one week’s data…so it’s ambitious to draw any trend conclusions, however here are 8 observations to be getting on with (when i talk about time shifting here it includes ‘as live & ‘time shift’ viewing…makin’ sense?)
1. News and sport are the least time shifted content (not surprisingly) and drama (particularly US drama) is the most time shifted
2. In the US and UK where such viewing has been in place for several years only 10%-15% viewers time shift
3. The current level for time shifting is only 4% viewers (less than we may have anticipated).
4. The introduction of time shift viewing in Australia has coincided with the establishment of the additional digital channels Go, 7two, One, ABC2 & SBSTWO. The net effect of these has been a reduction of about 7% viewers on the ‘parent’ networks
5. The loss to digital channels is likely to be made up by time shift viewing
6. We must anticipate that time shift viewers are largely skipping the ads and this may well increase in-programme integration
7. Last ad in break will become more important as ‘shifters’ possibly fast forward too far and rewind back to the last ad
8. The networks will no doubt try to increase their rates even more than during their annual negotiations and we can anticipate a ding-dong battle with buyers as the months unfold.
If you have any other questions or points of view please let me know, by commenting below and i’ll get back soonest.