Top of Mind... according to Rebecca Dana from the WSJ, the research experts at the Nets are figuring out that there are LOTS of freaks like me trying to juggle multiple shows in the same time slot on their trusty DVRs.
We all know how much Programming execs LOVE to cage-match their biggest shows on Wednesday and Thursday nights to compete for the big dollars from advertisers... especially the studios trying to get butts in seats for Friday premieres. But it turns out that this brilliant strategy has a teenie itty-bitty drawback - according to Neilsen Media Research these are the same shows that audiences are choosing to record and watch later.
DOH!
Since advertisers have traditionally paid a premium for ratings based on live viewership, the move away from appointment television could have a BIG impact on primetime programming. Increased playback could force a change that moves the hottest shows into less-congested time slots to command a bigger live audience. Many experts have said it's just a matter of time for ad rates to move away from live viewership towards C3 ratings - a new formula that calculates the number of people that viewed the commercial live, plus the number that saw it on DVR in the three days after the show aired (and you thought the "3 C's" was just something you learned in Marketing 101).
I say "Embrace the Change" - didn't you people learn anything from the last year's Jericho debacle?
Okay, that's all I've got on TOM for now. GO RANGERS.
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