Live Viewership: A Univision Advantage
It’s been more than five years since Nielsen began providing ratings information beyond Live. Today we can determine if viewers are watching “Live plus Same Day” – counting how many people who own DVR’s played back shows within a day of recording them; “Live plus 2 Days” – counting playback within two days of recording; “Live plus 3 Days” and all the way up to live plus seven days. At the time, DVR’s were in less than 10% of American households, nowadays DVR penetration is over 40%.
Advertisers, agencies and media companies continue to debate the value of delayed program viewing. One issue is that viewers playing back shows can fast-forward through the commercials, reducing their worth to advertisers. Another concern is for time-sensitive advertising like a retailer’s “one-day sale,” a movie release or political advertising (particularly relevant as we move into an election year).
Live viewing is a statistic we follow closely at Univision because our audience has continued to be more likely to watch our shows live, even as the penetration of DVR’s has grown among Hispanics – to 32%.
The latest data bears that out. Univision has a higher concentration of live viewers than ABC, CBS, NBC or FOX. Ninety four percent of our prime audience watched live over the past year, versus 68% to 75% for English-language networks. Of the top 20 programs viewed live in 2011 to date by Adults 18-49, 14 of them ran on Univision.
We think it’s another example of the passionate engagement our viewers have with our content. And our advertisers know they’re more likely to reach the consumer at the moment they intend.