Comments on: Program Loyalty Revisited in the Context of DVR Viewing http://www.simulmedia.com/2009/08/program-loyalty-revisited-in-the-context-of-dvr-viewing/?utm_source=rss&utm_medium=rss&utm_campaign=program-loyalty-revisited-in-the-context-of-dvr-viewing Just another WordPress site Wed, 15 Jun 2011 13:35:26 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Availability of Low Loyalty Audiences | Simulmedia http://www.simulmedia.com/2009/08/program-loyalty-revisited-in-the-context-of-dvr-viewing/#comment-48 Availability of Low Loyalty Audiences | Simulmedia Tue, 15 Sep 2009 20:20:11 +0000 http://www.simulmedia.com/?p=617#comment-48 [...] A previous blog post looked at program loyalty and concluded that blow loyaltyb viewers (people who watch only one episode during the season) would be ideal targets of promotion.B Most shows have large numbers of low loyalty viewers, as shown in the table below.B The implication was that these one-time watchers had attention that was bfor sale,b and that effective promotions could increase the number of episodes that they watch. [...] [...] A previous blog post looked at program loyalty and concluded that blow loyaltyb viewers (people who watch only one episode during the season) would be ideal targets of promotion.B Most shows have large numbers of low loyalty viewers, as shown in the table below.B The implication was that these one-time watchers had attention that was bfor sale,b and that effective promotions could increase the number of episodes that they watch. [...]

]]> By: Stewart Hauser http://www.simulmedia.com/2009/08/program-loyalty-revisited-in-the-context-of-dvr-viewing/#comment-47 Stewart Hauser Tue, 11 Aug 2009 21:59:22 +0000 http://www.simulmedia.com/?p=617#comment-47 Thanks Rob. The graph shows that the distribution of loyal viewers between DVR and Live varies by program. In some programs, such as Burn Notice and Top Chef, DVR watchers are more loyal than Live viewers. For other programs, such as American Idol, Live viewers are more loyal than DVR viewers. The DVR data does include suggested recorded shows, but these suggestions are unlikely to skew the data, since TiVo powers only a small portion of DirecTV boxes, and also since on-air promotion, rather than suggested shows or other forms of promotion, <a href="http://www.simulmedia.com/2009/06/good-news-from-promaxbda/" rel="nofollow">remains the most effective medium for making viewers aware of programming.</a> Thanks Rob. The graph shows that the distribution of loyal viewers between DVR and Live varies by program. In some programs, such as Burn Notice and Top Chef, DVR watchers are more loyal than Live viewers. For other programs, such as American Idol, Live viewers are more loyal than DVR viewers.

The DVR data does include suggested recorded shows, but these suggestions are unlikely to skew the data, since TiVo powers only a small portion of DirecTV boxes, and also since on-air promotion, rather than suggested shows or other forms of promotion, remains the most effective medium for making viewers aware of programming.

]]> By: Rob D http://www.simulmedia.com/2009/08/program-loyalty-revisited-in-the-context-of-dvr-viewing/#comment-46 Rob D Sat, 08 Aug 2009 13:28:17 +0000 http://www.simulmedia.com/?p=617#comment-46 Stewart, interesting post. Couple questions: 1. Have you graphed DVR and live users by # of episodes watched? Wondering if the average distribution looks the same. Thinking that super loyal would show up on DVR. 2. With the DVR recordings, does that include suggested recorded shows? Isn't DirectTV powered by Tivo. Could that be skewing the data? Thanks Rob Stewart, interesting post.

Couple questions:

1. Have you graphed DVR and live users by # of episodes watched? Wondering if the average distribution looks the same. Thinking that super loyal would show up on DVR.

2. With the DVR recordings, does that include suggested recorded shows? Isn’t DirectTV powered by Tivo. Could that be skewing the data?

Thanks

Rob

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