Nielsen: Audience Lift Increases Over Time, Varies by Genre

In a press breakfast Tuesday Nielsen revealed insights from its long-awaited Total Content Ratings. Among the findings was data indicating that the amount of audience lift a network program experiences through time-shifted viewing depends on the genre of program. Nielsen looked at how viewership increased over time for nine different types of programs. Check out the slides below, genre by genre. Notice that animated comedies experience the most lift, and most of it from VOD. Execs attributed this result to the fact that those shows have one-off episodes. Meanwhile, reality competition shows are watched mostly live and in the first week, since you need to watch episodes in succession to full experience the series.