CBS' primetime entertainment series grew an average of +54% from its live plus same day average, according to the first ever Nielsen Total Content Ratings (TCR) which measures the first 13 weeks of the 2016-2017 season. Nielsen's new TCR measures live plus 35 day viewing across multiple viewing platforms including VOD, TV and DVR. Measurement of online and mobile viewing is still in development and not included in this metric.
Based on TCR season to date data through week 13, CBS' entertainment series delivered an average of 13.39m viewers on a live plus 35 day basis, +54% more than its live plus same day average of 8.71m and +15% greater than its live plus 7 day average (11.62m). CBS' 2016 TCR audience during this period exceeds the Network's audience of 15 years ago (13.32m) during the same time period, when only live viewing was measured.
"The
CBS Television Network is already the most watched content platform in the world, and these new metrics demonstrate that, as people's viewing habits change, our position of strength only grows," said David Poltrack, Chief Research Officer,
CBS Corporation and President,
CBS VISION. "This brand new data is a potentially very valuable media planning tool for our clients and their agencies. It certainly adds a new dimension to an advertiser's program selection process, as well as more clarity about the true incremental viewing that is of enormous and increasing value in today's changing landscape."
Television's #1 comedy, #1 drama and #1 new drama all grew substantially from their live plus same day averages:
THE BIG BANG THEORY grew +67% to 24.40 million viewers (from 14.62m).
NCIS was up +43% to 21.32m (from 14.86m).
Freshman drama BULL was up +56% to 19.47m (from 12.46m).
BLUE BLOODS added more than six million viewers in Nielsen's total content rating metric.
CRIMINAL MINDS,
NCIS: NEW ORLEANS and
SCORPION all added well over five million viewers.
Among adults 18-49,
CBS entertainment series averaged 2.4 total content rating, a +71% jump over its live plus same day rating (1.4).
Poltrack added, "Once digital measurement is added in the near future, we expect another bump in our viewership numbers, especially given the rapid growth and success of our digital platforms, including CBS.com, the
CBS App and our subscription video on-demand and live streaming service,
CBS All Access. Plus, these expanded metrics showcase the tremendous popularity and value of our content assets as they are increasingly licensed in the multi-platform global
Syndication marketplace."
Source: Nielsen TCR, 9/19/16-12/18/16; Persons 2+ AA (000), Primetime, originals only, excludes specials, repeats, news and sports programming. TCR Live+35 data include VOD, TV and DVR viewing; Digital data is excluded from this analysis. TCR data are based on program only minutes, while Nielsen's Live+SD and Live+7 data are based on program and commercial minutes. Nielsen's C3 and C7 metrics are based on commercial minutes only. TCR data are based on Total U.S. Population, while NPM Live+7 data are based on U.S. TV Households.
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