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Is Leno Losing Audience to DVR?

by Amar Toor on December 1, 2009 at 05:40 PM

NBC took a huge gamble when they decided to move Jay Leno this fall from his 11 p.m. slot that he'd come to dominate in the ratings. Why change a winning game plan? Well, sure enough, early ratings returns from Leno's 10 p.m. gig are disappointing, and the AP suggests it's DVR devices.

The theory goes that since 10 p.m. is a popular time for people to catch up on shows they missed earlier, watchers are choosing their DVR over Leno's monologue. Though Leno's numbers are virtually the same as they were at 11 p.m., the ratings standards at 10 are higher -- which is why the network is worried. NBC experienced a 1.8 drop in ratings points at 10 since last November, while DVR usage at 10 p.m. is up by about 1.4 points, according to the Nielsen Company.



NBC isn't ready to pull the plug yet -- some think that Leno's ratings may have already bottomed out and are beginning to stabilize. But the DVR barrier may prove impossible for the network to overcome. Ultimately, it comes down to quality programming. A hit series on NBC -- one with a passionate, addicted viewership that 'Grey's Anatomy' enjoys -- would ensure viewers, via DVR or at its scheduled hour. Leno's show runs up against others that use week-to-week narrative suspense to get fans. The solution for NBC, then, is the same: find a flagship series to get people hooked, and the ratings will come. Blaming ratings slumps on DVR usage doesn't do anything to change the story. [From: AP/Breitbart]

Tags: dvr, jay leno, JayLeno, nbc, ratings, television, top

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