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TimeShifting Viewing in 2010 ratings

Time Shift Viewing will be introduced to OzTAM ratings from December 27th 2009.

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tv-viewersData on Time Shift Viewing (TSV) will be introduced to OzTAM ratings from the week of December 27th 2009.

The addition of TimeShifting Viewing is expected to be a significant shake-up to the ratings system, which introduced people meters in 2001.

December 27th marks the first day of Week 1 2010. The Survey Year begins with Week 7, February 7th 2010.

It will certainly be interesting to learn more about not just what we are watching, but what ‘else’ we are watching…

More details on TSV are expected in coming weeks.

24 Responses

  1. TSV will be welcomed but isn’t going to a lot until the whole ratings system is overhauled. A lot of really good shows don’t rate even though they are watched by enough people that they should rate well. Problem is the people that are watching aren’t the ones being polled. The samples are seriously flawed.

  2. I’d really love to know if 7 is mining the viewing information captured by TiVo’s (assuming it is captured – they must be?!). There would be some amazing insights coming off those boxes about which shows are being time shifted, just how many of the ads are being fast forwarded, at what point people are joining or abandoning a program and which shows are being added to a season pass or favourited.

    Given that they’d have access to this information across all FTA networks (not just 7), they could potentially be getting a better understanding of viewing habits across other networks than the networks themselves. I can imagine that they’d keep this all a closely guarded secret, particularly if it was detrimental to their advertisers or their competitors.

  3. @ Tasmanian Devil. No one said Better Homes does not have some young viewers.
    But it is fact, it is one of the oldest skewing shows on network TV

    What really matters here, is that if networks can show that within 3 days, another 200,000 or so people watched X show, then the networks might be able to start charging higher ad rates.

    Research shows that (believe it or not) people who watch shows back on DVR still watch commercials!! Some 30-40% of them.

    yes, i know!!!

  6. whos watching ads exactly when they record something and watch it back later? isnt that the whole point that you forward the ads…I have Foxtrel IQ and dont watch anything live to air for that very reason, I record Home and Away every night and start watching it about 7.20pm and ba da boom, can watch the whole thing without ads, its great for things like DWTS as well, a 2 hour show becomes about an hour when you forward the ads and all the other s**t. I totally agree with Barries comments below at the risk of sounding like I work in PR for Foxtel but IQ really has changed forever the way I watch TV…i get really annoyed when im watching TV at other peoples houses now and I have to do something and cant pause it….my relationship with my IQ is the best one in my life…lol!

  7. It will probably work like the US ratings, “Live-plus-seven-day date. With a week of DVR playback factored in” etc. All the networks will agree on a min and max timeshift range, ie no longer than 2 weeks or something. It will be interesting to finally have data on how people are watching TV. I think they need to work on more than 3900 homes as their sample though.

  9. Yeah, this will favour Ten and Go! the most I think. Younger shows (Neighbours, Idol, Simpsons) tend to be recorded and viewed later much more than older shows (60 Minutes, Better Homes, All Saints)

    Also, where there are two big shows on in the same time slot (Rafters, NCIS) there tends to be a lot of DVR use.

    In the US “Live + Same Day” is a popular measure. That is shows viewed live plus up to midnight on the same day they aired. Networks sell advertiisng based on “Live +3” (Live plus up to 3 days after they air) so they still make mney off you in you view 3 days later. We also measure “Live + 7” but advertisers don’t pay for that.

    In the US, some shows like The Office, Heroes, Family Guy, Gossip Girl etc, boost their ratings by up to 40% when DVR & timeshifting is factored in.

    This will be very interesting!

  11. I timeshift my entire TV viewing on my Foxtel IQ. I rarely watch anything live. Being in Perth everything is always 2 hours ahead – even ABC2 and SBS2 are shown EST. I don’t know how I ever managed before I had an IQ box. Its the best invention since microwave ovens.

  12. Cool, timeshifting is an important and integral part of the pay TV model, and no-doubt FTA models at some point soon…

    The acronym TSV – I like it, but pretty sure you’re just trying to coin it, or am I just not a TV journalist David ;D

  13. Sometimes i only timeshift by 5mins or so, like when the last couple of mins of TGYH clashed with the first couple of mins of Spicks and Specks. Wonder if they will pick-up this kind of timeshifting.

  14. I imagine those being surveyed will be required to provide timeshifted viewing details. It’s not going to capture info from the majority of us who are never surveyed.

  15. i think this is a good thing because for me i record the program that is most important to me, and with the best stuff i burn it to dvd to keep forever. if there are too many programs on at the same time so that i cannot record them all i will watch the least important show live and record the others. so if ratings were measured in my house the data they would be getting would be the exact opposite of how valuable a show is to me. it would be interesting to see how the ratings would come out if your hierarchy of shows could get points depending on how much you value the show eg:
    shows you watch and burn to dvd= 6 points
    shows you watch a couple of times, store till the end of the season then delete (maybe putting the finale or a few key eps on dvd)= 5 points
    shows you watch a couple of times then delete= 4 points
    shows you watch once and delete= 3 points
    shows you don’t bother to record= 2 points
    shows you are just flicking around and land on (only watch the occaisional episode not the whole series)= 1 point

    then stuff like lost would do way better than things like home and away.

  16. How are they going to see if it’s watched at a later date?

    What if I record a show on Tuesday night… and never watch it for another 2-3 weeks? And I would transfer it to another Hard drive…. if recorded on a computer….. They can’t access out PVR’s now can they? Unless you have a tivo connected to the www!

  20. Long over due, especially now with the use of DVRs and the like people are no longer forced to watch shows when the network deems. Yes I know VCRs have been around for some 20 years but it’s a nightmare keeping track of tape, poor quality playback and machines jamming, the HDDs based DVR is a god send that will forever change viewer habits.

  21. Thank God. That will recognise the viewership of younger people like never before. Right now, reported figures of overall viewers skew enormously in favour of older people – less technologically savvy and more likely to plonk in front of tv at the time it’s on – when, as we all knows, there are hundreds of thousands of younger tv fans just as dedicated to their shows, but who DVR, watch them online, etc.

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