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THE IMPACT OF THE DVR AND STREAMING

June 10, 2016

If anyone doubts the impact that digital video recorders and online video have had on broadcast TV, this report should end the debate. According to a MoffettNathanson analysis, real-time programming now accounts for the vast majority (61%) of all broadcast programming.

The analysis shows that sports accounts for more than one-third (34%) of all deliveries of viewers in the 18-to-49 demo, making it the single most significant category by a wide margin.

Another live segment, news, serves up 17% of targeted ratings points, tying drama for the No. 2 slot. When sports, news, one-off specials (“The Wiz Live!,” “Grease Live”) and live installments of reality shows like NBC’s “The Voice” are lumped together, real-time programming now accounts for a staggering 61% of all broadcast programming.

DVRs and binge viewing online has made real-time programming the only “appointment TV” left for many people; at least that’s what programmers believe. So, if you have a time sensitive pitch (like a time-limited sale, a special event, a show, a performance, etc.) this clearly shows you need to concentrate on buying real-time programing. That is one reason why local TV news still remains the best buy for local TV advertising.

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