What a difference seven days makes. Many primetime shows are seeing their ratings skyrocket when a week’s worth of DVR usage is included — and network execs are scrambling to figure out how to adjust to a time-shifting world.
Now that DVR penetration has reached around 42% of viewers, it’s having a real impact on viewership — and making the initial next-day ratings that everyone reports (which includes live viewing, plus only that night’s DVR usage) increasingly irrelevant.
For example, when season four of FX’s Sons of Anarchy debuted September 6, it attracted 4.9 million viewers, a good number, but not a network record. By the time seven days of DVR usage was counted, that number had climbed …
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