Q&A WITH BRIAN HUGHES
What’s Behind The Growth In DVR Usage
The networks have been hyping the big growth in live-plus-three-day-DVR-playback ratings (L+3) to start the season, and they have been impressive. Brian Hughes, SVP and audience analysis practice lead at MagnaGlobal, argues that it’s the live-plus-same-day-DVR viewing (L+SD) that media buyers should be more concerned about, rather than L+3. He talks about this season’s DVR usage, whether overnights are still valuable and what new show has impressed him the most.
