Younger Viewers Work Harder to Catch Up on Their Favorite Shows, Nielsen Says

Younger Viewers Work Harder to Catch Up on Their Favorite Shows, Nielsen Says

NEW YORK, Dec. 4 /PRNewswire/ -- Younger adult viewers are two-and-a-half times more likely than older viewers to be technologically proactive in catching up on television shows they missed, a new study by The Nielsen Company indicated today. The same study reported that more than half of older viewers will do nothing or wait for reruns if they miss an episode.

The study, conducted by Nielsen in October, 2007 with more than 1,500 adults at the CBS Television City research facility in Las Vegas, shows that 56% of 18-34 year old adults use new technologies such as Digital Video Recorders, the Internet, Video on Demand and MP3 players to follow their favorite series, compared to 21% for viewers over age 55. (See table 1)

"Younger viewers have been faster than older generations to adopt new television options, but since technology adoption is increasing within all age groups, this study gives us a glimpse into a future when all viewers will take more initiative to catch up on shows they have missed," said Steve McGowan, Nielsen Senior Vice President, Client Research Initiatives. "This will have tremendous implications on how networks schedule and distribute their programming."

The study also found that, when they did go online to watch streaming television over the Internet, more viewers (50%) reported going to ABC.com than any other site. The next most popular sites were NBC.com and CBS.com, at 41% and 37%, respectively. (See table 2)

Among the other highlights from the full study:
-- Among all respondents, findings were fairly similar among men and
women, as well as by income. However, a slight larger proportion of
men (32%) relied upon the DVR to stay current (27% for women).
-- DVR ownership is second only to age in how aggressive respondents are
to staying current with their favorite shows. Nearly 60% of all DVR
owners use the device to stay current. (Note: DVR penetration among
the Vegas respondents was more than twice as large as in Nielsen's
national TV panel, 46% to 20%).
-- The single largest factor that drove awareness of Internet-based
streaming alternatives was not high-speed Internet access at home, but
whether the respondents had loaded iTunes on their home PCs.
-- 25% of respondents said they had watched a full-length episode
streamed online in the past three months, led by 18-34 year olds
(39%). Only 11% of older (55+) respondents said they had done so.
-- Respondents were more likely to network websites to watch full
episodes, even if they had iTunes on their computer.

Table 1

When you miss an episode how do you get caught up (favorite broadcast series)?*

Age Age Age
Total Male Female 18-34 35-54 55+
Sample Size: N= 1,599 659 940 410 764 395
Watch it using your DVR 29% 32% 27% 37% 30% 18%
Watch a rerun 26% 26% 26% 19% 26% 35%
I don't do anything. I
wait for the next episode 13% 13% 12% 5% 13% 20%
Watch it on the internet 7% 7% 7% 16% 5% 2%
Watch it using your VCR 7% 5% 9% 4% 9% 8%
Ask a friend what you missed 6% 4% 7% 6% 6% 7%
Wait for it to come out on DVD 5% 5% 4% 7% 5% 3%
Read Summary 2% 0% 2% 0% 2% 2%
Watch it using VOD service 1% 1% 1% 1% 1% 1%
Download and watch on MP3 1% 2% 1% 2% 1% 0%
Other 4% 5% 4% 3% 4% 6%

* Results of in-person study conducted by Nielsen in October, 2007 with more than 1,500 adults at the CBS Television City research facility in Las Vegas

Table 2

When You Watch Full Episodes Streamed on the Internet, What Sites Do You Go To?*

Total Male Female Age Age Age
18-34 35-54 55-99
Sample Size 395 180 215 161 176 45
ABC.com 50% 43% 56% 52% 52% 36%
NBC.com 41% 43% 38% 50% 37% 31%
CBS.com 37% 38% 36% 32% 43% 33%
FOX.com 24% 31% 18% 24% 24% 27%
YouTube 17% 20% 14% 25% 10% 4%
iTunes 15% 17% 13% 20% 12% 4%
CWTV.com 8% 8% 7% 10% 5% 2%
BitTorrent 6% 8% 4% 10% 3% 0%
PBS.org 3% 4% 2% 2% 4% 4%
Other 15% 18% 13% 16 % 12% 24%

* Results of in-person study conducted by Nielsen in October, 2007 with more than 1,500 adults at the CBS Television City research facility in Las Vegas

For more details about this study, please go to http://www.nielsenmedia.com/nc/nmr_static/docs/Series_Loyalty_for_website.pdf

About The Nielsen Company

The Nielsen Company is a global information and media company with leading market positions in marketing information (ACNielsen), media information (Nielsen Media Research), online intelligence (NetRatings and BuzzMetrics), mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit, www.nielsen.com

First Call Analyst:
FCMN Contact:

Source: The Nielsen Company

CONTACT: Gary Holmes for The Nielsen Company, +1-646-654-8975

Web site:

http://www.nielsenmedia.com/
http://www.nielsen.com/

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