USA:Viewers watching Time-shifted programmes

The ad value of marathon viewing, or the amount and value of the viewing behavior seven days and beyond (Beyond 7) live programming broadcast (Live), has been widely debated. However Nielsen’s pilot study featured in the latest Nielsen Cross-Platform Report, and for the first time, measures Beyond 7 programming up to 29 days past Live.

The data highlights that, while the vast majority of shows are in fact viewed within the first seven days, a handful of programs–science fiction being the top Beyond 7 genre–get a sizeable audience in days eight through 29. Respectively, among the top 10 shows in broadcast and cable to report Beyond 7 figures, just over 5 percent of viewing happens within this time period, affecting ratings

read more http://blog.nielsen.com/nielsenwire/consumer/the-cross-platform-report-how-viewers-watch-time-shifted-programming/