The Myth of Sports Viewing and Time-Shifting - Alex Petrilli-TiVo

However there are scores of viewers watching these games who don39t care if 1036 is Drew Brees39 passer rating or his credit score So what compels them to watch if they aren39t avid football fans For many it is simply to watch rate and discuss the commercials Of course with those ads come the need to hit the pause button and say quotYou have to come see this little boy in the Darth Vader costumequotBy hitting the pause button television39s biggest live event is transformed into a timeshifted viewing experience According to TiVo39s StopWatch rating service which analyzes an anonymous daily sample of more than two million TiVo subscribers 414 of the viewing for Super Bowl XLV on February 6 2011 was timeshifted which is slightly below the second quarter 2011 average of 425 However the Super Bowl is once a year and that surely can not apply to all sporting events Let39s dig a little deeperamp8230 and please don39t call me ShirleyAccording to a report on Sports Business Daily July 27 2011 quotSports industry execs feel that when it comes to TV coverage of the Olympics the ability to watch live events regardless of the hour of the day is important according to a Turnkey Sports Poll taken in Junequot TiVo39s StopWatch data for the 2010 Winter Olympics in Vancouver revealed that 383 of NBC39s primetime telecasts were timeshifted Perhaps Sean White39s Double McTwist 1260 in the half pipe event looks better the second time around and the third timeamp8230Broadcasting and Cable39s Jon Lafayette reported on October 31 2011 that quotSports in general and NFL football in particular are popular with advertisers because they generate high ratings and are mainly watched livequot Our analysis of the 2010 NFL season shows that onefifth of the nationally televised NFL regular season games were viewed in a timeshifted modeIn an article published in the Hollywood Reporter regarding the sale of the Dodgers it was reported that quotamp8230 sports TV rights have become even more valuable in recent years because fans want to watch games live unlike almost any other TV programming whose ad value has been diminished by DVRsquot Let39s take a look at some other sports during the past year NBA Basketball on ABC amp8211 225 timeshifted NASCAR Racing on Fox amp8211 358 PGA Golf on CBS amp8211 244 and PBA Bowling yes it39s still on TV on ESPN2 amp8211 413As you can see the myth of live sports viewing is the live part Did he make that catch inbounds PauseRewind That39s fan interference PauseRewind No way did he pick up that split PauseRewind Is that Jack Nicholson sitting courtside PauseRewind Did Justin Timberlake actually do that to Janet Jackson PauseRewind Rewinding and fastforwarding isn39t just for the officials on the sideline the couch potatoes need it tooThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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The Myth of Sports Viewing and Time-Shifting - Alex Petrilli-TiVo

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