The new report tracks a 28-day audience lift when DVR and video-on-demand viewing are added to live audience viewing numbers.
Rentrak Debuts Total Audience TV Report
Rentrak Corp. today announced the release of its Total Audience Viewing Report that combines DVR and video-on-demand (VOD) viewership information with that of the live TV audience. The exclusive report shows the percentage of increased viewing from the total audience for all ad-supported prime time network and cable programs over seven, 14 and 28 days.
Previously, Rentrak says, “no report had shown the total audience viewing lift of program audiences over a month period of time (28 days). With the new release, advertisers, agencies and networks will benefit from insight that shows which programs provide the greatest percentage of DVR and VOD lift over the extended period.”
The reports will be made available to Rentrak subscribers as an optional series.
“We believe in leaving no ‘eyeballs’ behind and realize that DVR and VOD viewing continues to grow greatly beyond seven days,” said Bill Livek, Rentrak’s CEO. “With a report that looks at a month of TV viewing, both networks and their agency clients can discover the true audience shift and lift beyond a week.”
The first Total Audience Viewing Report showed significant lifts for a number of broadcast and cable programs when adding in DVR and VOD playback. Popular network shows such as The Vampire Diaries showed that more than half of the total audience within 28-days came from DVRs and VOD, while Grey’s Anatomy, New Girl and Revolution each showed that more than a third of the 28-day total came from DVR and VOD.
For cable programs, Rizzoli & Isles and Sons of Anarchy each saw an additional DVR and VOD playback lift of over 60% within the 28-day total, while The Real Housewives of Beverly Hills, Tosh.0, Haven, Teen Mom 2, Burn Notice, Duck Dynasty and Sister Wives each saw more than half of the total audience after 28-days come from DVR and VOD.
The Total Audience Report incorporates live audience numbers, VOD audience and DVR playback from Rentrak’s 22 million televisions and census-based video-on-demand behavior from more than 100 million TVs.