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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