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TiVo: Heavy Timeshifting of Early Primetime Shows Erodes Live Viewing During 10:00PM Timeslot

DVR vendor, TiVo, released new data from its StopWatch ratings service, Thursday, which it says show that primetime programming that aired on ABC, CBS, NBC and Fox in February during the 8:00PM and 9:00PM timeslots was much more likely to be viewed in timeshifted mode, compared to programming aired in the 10:00PM timeslot (note: the StopWatch service collects anonymous second-by-second audience research data from a passive sample of 100,000 TiVo boxes). According to the company, the 9:00PM timeslot was the most heavily timeshifted hour, with 59% of viewers opting to record programming during that hour and watch it later; and the 8:00PM timeslot was a close second, with 58% timeshifted viewing; however, during the 10:00PM hour, only 53% of viewers opted to timeshift programming.

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