Networks Gaining With DVR Viewing

Two years ago, Nielsen made significant changes in the way that it compiles its ratings information. The company started to measure commercial viewing, not program viewing. They factored DVR viewing into this by breaking down viewing into "Live" (watching a show the day of its broadcast) and then "Live + 1" (watching it the day after broadcast), "Live + 2," etc. up to "Live + 6." Generally, advertisers are only interested in the audience that watches a show within 3 days, meaning that the +4, +5 and +6 numbers are worthless.

So what's the effect of the additional DVR (+ 3) viewing? The Big Four networks are showing a combined increase of 10%, with some shows gaining as much as 20% when the DVR viewing is factored in. Here's a look at how much each network has gained from "Live" to "Live +3" in the all-important 18-49 demographic: