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June 18, 2008

Sci Fi is the most heavily DVR'd genre

Just released, a new broadcast study from Magna on DVR viewing habits. The findings support what most of you probably already assume – that younger-skewing shows tend to be more heavily time-shifted than older-skewing shows, the usual "my son knows how to work the VCR" line.

-- Sci-fi and action dramas were the only genres where nearly every program had above average DVR playback. "Heroes" and "Lost" led the way. Dramas with serialized storylines, in general, had above average DVR playback.

-- Comedies such as "The Office," "30 Rock," and "How I Met Your Mother" (in other words, the good ones) had a significant amount of time-shifted viewing. Most others did not.

-- This past season, the average live viewing audience had more adults 65+ than adults 18-34 (20% vs. 17%).  The reverse was true among the time-shifted audience, where 32% of total viewers were adults 18-34 compared to just 5% adults 65+.

-- There is no significant difference in time shifting between men and women. There was also no significant time-shifting difference between shows with higher ratings vs. lower ratings. 


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