Playback Viewing Scores Viewers for Network Dramas in 10pm Time Slot

The 10:00 PM dramas across the broadcast networks are benefiting the most from non-linear viewing, with the hour generating much higher live +7-day playback lift than shows airing in earlier time periods, according to Nielsen Media Research for the first four weeks of the 2013-2014 television season.

On average, 10:00 PM programs are posting the largest lift (+41% vs. +29% for 9:00 PM shows and +21% for 8:00 PM shows).

Several 10:00 PM dramas are seeing live plus same day audiences increase by more than four million viewers and a full rating point in adults 18-49 with the inclusion of live +7-day DVR playback.

CBS's 10:00 PM increases are led by Elementary and PERSON OF INTEREST, which both gained more than four million viewers and over a rating point in adults 18-49 with L+7 day lift. Elementary leads all 10:00 PM broadcast dramas in adults 18-49 lift (+1.5, up +78%). BLUE BLOODS, CSI: Crime Scene Investigation and The Mentalist each gained more than three million viewers. Hostages increased its live plus same day audience by nearly three million viewers (+2.96m, up +50%) while adding nearly a rating point in adults 18-49 (0.9, +66%).