Sci-fi, drama among the most-time-shifted TV programming
DetailsMichelle Clancy | 23 December 2014
TiVo Research & Analytics has found that drama and science fiction genres deliver the highest percentage of time-shifted viewing on primetime cable and broadcast.
tivo2Meanwhile, 79% of sporting-event viewing happens in real time, the study showed; ESPN and ESPN2 both rank in the top five least time-shifted networks during this summer and autumn.
Surprisingly, 71% of primetime animation viewing occurs in real-time. But 71% of drama programming is recorded and viewed at a later time.
TNT network took the crown as the most time-shifted network in prime among the top cable networks, followed by Lifetime, Bravo, Syfy, and USA. TNT's ranking is a testament to their extensive slate of first run summer crime dramas including Rizzoli & Isles, Legends and Major Crimes. Crime dramas ranked third in the primetime genre ranker, with 59% of crime dramas watched on a time-shifted basis.
CBS's Scorpion ranked as the hottest new program on the TiVo Commitment Chart, which tracks the volume of Season Passes set for new programming. Other new autumn series that rank well are ABC's How to Get Away with Murder, FOX's Gotham and CBS's Madam Secretary and NCIS: New Orleans. Not coincidentally, all five have received full season orders from their respective networks.
When it comes to recorded television, TiVo Research & Analytics found that advertisers saw a higher commercial retention rate for 15-second spots running in primetime when compared to 30-second ads. In turn advertisers in Q3 of 2014 have increased the number of 15s in primetime to 43.3%, an increase of 6% from last year.
Broadcast's overall time-shifted commercial retention, measured on a second-by-second basis, averaged 45%, while cable delivered a 52% retention rate.
Interestingly, the study found that TiVo subscribers pause their favourite shows 8.03 times, hit rewind 7.83 times and press the fast-forward button 25.11 times in one day