Numbers released today by CBS show that the network’s prime-time entertainment programming grew by an average of 53% over live+same day figures when Nielsen’s Total Content Ratings are tallied for the full 2016-2017 season.
Nielsen’s TCR measures live-plus-35-day viewing across multiple viewing platforms including VOD, TV and DVR. CBS’s measurement of online and mobile viewing is still in development and is not included in this metric.
“Based on TCR full season data, CBS’ entertainment series delivered an average of 12.1 million viewers on a live plus 35 day basis, +53% more than its live plus same day average (7.9m) and +15% greater than its live plus 7 day average (10.5m),” CBS noted.
David Poltrack, Chief Research Officer and President, CBS Vision, CBS Corporation, commented in the announcement: “With this first-ever reported full season data, TCR measurement continues to prove significant gains in viewers watching CBS’ television programming. With changing viewer habits and digital consumption on the rise, CBS has the ongoing opportunity to grow our audience, offer viewers greater access to our content and to expand options for our advertisers. And now that YouTube TV and Hulu’s new TV streaming services are being counted by Nielsen, we expect an even greater boost in our viewership numbers going forward, along with more opportunities to monetize delayed viewing.”
The network’s largest gainers in total numbers were “The Big Bang Theory” +9.26m), “NCIS” (+6.34m), “Bull” (+6.49m) and “Blue Bloods” (+6.37m). On a percentage basis, the series posting the greatest live plus 35-day increases included “Elementary” (+86%), “Code Black” (+79%), “Scorpion” (+76%) and “Criminal Minds” (+75%).
“The first full season of live plus 35 data represents a historical milestone in television audience measurement as it captures for the first time uncounted viewers not initially reported in linear TV ratings over live plus same day and live plus 7-day windows and devices,” CBS notes in its announcement. “Next season, Nielsen plans to incorporate additional delayed viewership across new platforms including digital and the rapidly expanding universe of OTT services, which will boost live plus 35-day TCR metrics even more.”
Very good numbers, but how many ads are watched during that extended viewing?
Guilty Cleric, even if adds are fast-forwarded, there is still a residual value. Not as good as watching the entire :30. But there IS a value. Still, you would think that with the technology we have available, that could be tracked.