V premiere sees big gains with Live+7 DVR viewing

Sadly for “V”, we already have a good idea of what happens the next two weeks, though some will no doubt hold out hope that “V” will pick up a couple of adults 18-49  ratings points in those weeks via DVR viewing.  The big question now isn’t what “V’s” Live+7 numbers are, but whether the Live+SD numbers will stabilize.  We’ll get one more week of data before the show goes on hiatus (for months!).


  • ABC Series Remain the Most Popular Through DVR Playback
  • ABC’s “Grey’s Anatomy” is Once Again TV’ Biggest Gainer in the DVRNumbers, While “V” and “FlashForward” Are the Biggest Freshman Gainers
  • “V’s” Debut Jumps by 2.4 Million Viewers and by 1.0 Adult 18-49 Rating Point
  • The Network Delivers 5 of the Top 8 Biggest Overall DVR Playback
  • Draws in Viewers and 7 of the Top 15 Series Among Young Adults

Week No. 7: Live + 7 Day Ratings:

Based on Nielsen’s Live + 7 Day information for the week of November 2, 2009, which included the first round of data for freshman “V,” ABC’s series were once again the most popularly recorded and played back. The week included competition from Fox’s 2009 World Series games on Monday and Wednesday nights.

ABC’s “Grey’s Anatomy” was once again TV’s most-played-back show, while newcomer “V” and “FlashForward” were the Top 2 freshman series gainers in Total Viewers and Adults 18-49. In fact the numbers for the “V” debut jumped by +2.4 million viewers and by +1.0 Adult 18-49 rating point, finishing with an average audience of 16.7 million viewers and a 6.2 Adult 18-49 rating in the finalized DVR playback averages.

  • ABC claimed 5 of the Top 8 biggest overall gainers in Total Viewers: “Grey’s Anatomy” – No. 1 (+3.1 million), “V” – No. 3 (+2.4 million – biggest freshman gainer), “Private Practice” – No. 5 (+2.0 million), “FlashForward” – No. 6 (+2.0 million – 2nd-biggest freshman gainer) and “Castle” – No. 8 (+1.9 million).
  • Among Adults 18-49, ABC aired 7 of the Top 15 TV series with the biggest rating increases: “Grey’s Anatomy” – No. 1 (+1.6 rating points/+31%), “Private Practice” – No. 4 (+1.0 rating/+29%), “V” – No. 5 (+1.0 rating/+19%), “FlashForward” – tied for No. 6 (+0.9 rating/+35%), “Desperate Housewives” – tied for No. 6 (+0.9 rating/+21%), “Modern Family” – No. 11 (+0.8 rating/+23%) and “Castle” – No. 14 (+0.7 rating/+29%).

 A note about increasing DVR penetration and year-to-year rating comparisons: Year-to-year rating comparisons based on the Live + Same Day data stream are distorted by the level of DVR penetration in the Nielsen sample, which has jumped up to 33% currently, from 28% at the same point in 2008. More viewers are watching shows on their own timetables, which may not be reflected in the overnight next day numbers. The only truly valid year-to-year comparison would be one based on the Live + 7 Day metric, once those stats are released by Nielsen.

Source: Nielsen Media Research (National Live+7 Day Program Ratings vs. Live + Same Day Program Ratings), week of 11/2/09.