Only One Quarter of DVR Owners Watch Time-Shifted TV in an Average Week

Only One Quarter of DVR Owners Watch Time-Shifted TV in an Average Week

Just 6% of all viewing is time-shifted

RINGWOOD, N.J., April 26 /PRNewswire/ -- According to the Total TV Audience Monitor (T-TAM), an annual syndicated report which measures total TV viewing, about one-fourth (24%) of DVR owners actually watch time-shifted TV in the average week. Furthermore, only 6% of DVR owner's total weekly viewing time is shifted. DVR owners watch an average of 29.25 hours of TV in a week, and only 1.7 of those hours are shifted.

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

The T-TAM study reports that DVR owners watch 2 more hours of TV in an average week compared to non-owners. Those who watch any time-shifted content consume the most TV -- 30 hours per week. Syndicated programs (8%) are amongst the most popular genres time-shifted by men. Sports events and news are the least likely types of programming to be viewed as shifted. Daytime soaps account for 26% of quarter hours viewed as time-shifted by women.

According to Barbara Leflein, with Total TV Audience Monitor, "there's an incremental audience lift of as much as 9% among 35-49 year olds for select broadcast networks during primetime, when time shifted viewing is included. This is a significant finding, because when combined with out-of-home viewing, traditional measures can miss over one-fifth of time shifter's viewing in the average week."

The T-TAM 2005 study, also uncovered these key DVR facts:

* 17% of adults 18+ (36 million) report owning a DVR, an increase of 55%
from the 11% reported in the 2004 study.
* The recent growth in DVR ownership can be attributed to upgrading to
set-top boxes with built-in DVRs (4% of adults in 2004 to 8% in 2005).
The penetration of TiVo and Replay units remained unchanged from 2004
(3% TiVo & 4% Replay).
* The West Central and South East territories have the highest DVR
penetration levels (20% and 19% respectively). Penetration levels in
these regions doubled since 2004.
* DVR owners are more likely than the average adult TV viewer to be:
college educated (41%), employed in a professional occupation (36%) or
self-employed (11%)
* DVR owners are also more likely to visit restaurants (24%), bars (9%),
hotels (6%) or airports (3%)
* The average DVR owner has 3.3 working TVs compared to 2.9 among non-
owners and is more likely to subscribe to premium pay channels and VOD.

T-TAM is available as a syndicated service to media and marketing companies. The Fall 2005 study is available in April 2006 for up-fronts.

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, Lifetime and ABC.

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
email: lroy@leflein.com

Photo: http://www.newscom.com/cgi-bin/prnh/20030722/NYTU023LOGO
Source: Total TV Audience Monitor

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

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

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