DVR Use Adds Viewers to the CW in Target Demos According to Live Plus Seven Day Ratings

October 15, 2007

The CW Network saw the largest primetime viewership increases (on a percentage basis) of any network in women 18-34 for the week of 9/24/07 once DVR playback was included, according to Nielsen Live Plus Seven Day ratings.

Overall, The CW's primetime weekly average was bolstered 22% in women 18-34 (1.80rtg v. 1.48rtg) and 19% in adults 18-34 (1.45 v. 1.22) according to Nielsen live-plus 7 day ratings vs. live only viewing.

Gossip Girl, America's Next Top Model, Beauty and The Geek, Reaper and Smallville all benefited tremendously from DVR usage, gaining 22-37% additional viewers who recorded and watched the shows within 7 days of its live broadcast.

For the week of 9/24/07:

Gossip Girl added 30% more women 18-34 (2.77rtg v. 2.13rtg), 25% more adults 18-34 (1.80rtg v. 1.44rtg) in Live+7 DVR viewing compared to those who only watched live.

Top Model scored gains of 26% in women 18-34 (5.18rtg v. 4.11rtg), 24% more adults 18-34 (3.14rtg v. 2.54rtg) in Live+7 DVR viewing compared to those who only watched live.

Beauty and the Geek added 37% more women 18-34 (2.45rtg v. 1.79rtg), 27% more adults 18-34 (1.93rtg v. 1.52rtg) in Live+7 DVR viewing compared to those who only watched live.

The premiere of Reaper saw an additional 22% more women 18-34 (2.02rtg v. 1.65rtg), 25% more adults 18-34 (2.02rtg v. 1.61rtg) in Live+7 DVR viewing compared to those who only watched live.

The premiere of Smallville saw increases of 24% in women 18-34 (2.14rtg v. 1.73rtg), 27% more adults 18-34 (2.24rtg v. 1.77rtg) in Live+7 DVR viewing compared to those who only watched live.