T-TAM Study Finds 11% of U.S. Adults 18+ Own a DVR

T-TAM Study Finds 11% of U.S. Adults 18+ Own a DVR

DVR Owners More Likely to Watch TV out-of-Home Than Non-DVR Owners

New Study Underway, Available February 2006

RINGWOOD, N.J., Nov. 2 /PRNewswire/ -- According to the Total TV Audience Monitor (T-TAM), an annual syndicated report which measures total TV viewing, 11% of adults 18+ report owning a DVR. In a recently released DVR special report, it was found that while DVR owners watch virtually the same amount of TV as non-owners, they are more likely to watch TV in unmeasured out of home locations such as second homes, hotels/motels, colleges and the workplace. In the average week, one-quarter of DVR owners watch TV in un-measured, out of home locations compared to 19% of non-owners.

(Logo: http://www.newscom.com/cgi-bin/prnh/20030722/NYTU023LOGO )

According to Barbara Leflein, president of Leflein Associates, Inc., "What we found further establishes DVR owners as both TV-centric and emancipated viewers. These busy, plugged in, professionals watch TV where and when they want to. DVR owners have more TV's in their homes; they are more likely to subscribe to premium channels, and to have VOD." According to Barbara Leflein, "as DVR penetration increases, the industry should not only understand time shifting behavior, but should also be prepared to measure the out-of-home viewing that will undoubtedly follow."

The T-TAM 2004 Qtr. 04 study also uncovered several key characteristics of DVR owners including:

-- DVR owners have more TV's in their home on average compared to non-
owners (22% of DVR owners have 4 working TV sets, vs. 16% of non-
owners, DVR owners overall average 3.28 working TV sets vs. 2.82 among
non-owners).
-- DVR owners are 48% as likely as non-owners to subscribe to premium
channels (46% of DVR owners vs. 31% of non-owners subscribe to premium
channels).
-- They are 74% as likely as non-owners to also have Video On Demand (33%
of DVR owners vs. 19% of non-owners).
-- DVR owners are more likely than non-owners to be college educated (73%
of owners vs. 65% of non-owners).
-- They are more likely than non-owners to be professionals or self
employed (50% of DVR owners vs. 36% of non-owners).
-- They are more likely to travel (index of 150, or 6% of DVR owners
visited a hotel during the study period vs. 4% of total sample).

T-TAM is now available as a syndicated service to media and marketing companies. The Fall 2005 study, now underway, is available beginning in February 2006 for up-fronts. For more information contact Barbara Leflein at 1-888-Leflein, or visit http://www.totaltvmonitor.com/ .

About the Total TV Audience Monitor

The Total TV Audience Monitor (T-TAM) is a national, persons-based audience measurement service established in 2003 to capture and report all TV viewing no matter where it takes place. Out-of-home viewing is defined as any viewing outside of a primary residence -- second homes, hotels/motels, colleges, workplace, etc. T-TAM is supported by sponsors and subscribers including ESPN, FOX, NFL and ABC. T-TAM employs a consortium of research firms to complete each stage of the research process -- sample selection, recruiting, data collection, editing and coding, and data processing. These firms include LHK Partners, Leflein Associates and Star Media Enterprises.

For more information about The Total TV Audience Monitor (T-TAM), please contact Leflein Associates at 973-728-8877 or logon to http://www.totaltvmonitor.com/ .

Contact:

Lori Roy, Director of Marketing
Leflein Associates, Inc.
Tel: 973-728-8877

Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20030722/NYTU023LOGO
PRN Photo Desk, photodesk@prnewswire.com
Source: Leflein Associates, Inc.

CONTACT: Lori Roy, Director of Marketing, of Leflein Associates, Inc.,
+1-973-728-8877, lroy@leflein.com

Web site: http://www.leflein.com/
http://www.totaltvmonitor.com/

-------
Profile: intent