3-Day DVR Playback Launches CBS's Premiere Week Ratings

3-day DVR lift during premiere week has significantly increased viewership for a large cross-section of CBS's new and returning programs, according to Nielsen live plus 3-day ratings.

Live plus 3-day DVR playback lift added +1.63 million viewers (+15%) to CBS's premiere week live same day audience for regularly scheduled programming, increasing its total to 12.32m, the most of any network. Among adults 18-49, CBS added +0.5 (+21%) ratings points to 2.9, tied for the most of any network. Among adults 25-54, CBS added +0.6 (+19%) ratings points to 3.8, also tied for the most of any network.

Based on preliminary live +3 day data, CBS extended its premiere week winning viewer advantage of +2.35m by more than +600,000 additional viewers over its closest competitor.

CBS had nine programs gaining more than two million viewers:

THE BIG BANG THEORY +3.15m
ELEMENTARY +3.10m
PERSON OF INTEREST +2.81m
NCIS +2.73m
HAWAII FIVE-0 +2.54m
VEGAS +2.35m
CRIMINAL MINDS +2.34m
THE MENTALIST +2.23m
BLUE BLOODS +2.18m

NCIS's +2.73m gain to 23.21 million viewers made it the week's #1 program, surpassing "Sunday Night Football."

CBS's top adults 18-49 gainers were THE BIG BANG THEORY, which added +1.5 ratings points, and ELEMENTARY, which increased by +1.1 rating points. CRIMINAL MINDS, PERSON OF INTEREST and 2 BROKE GIRLS all gained +0.9 rating points.

Compared to premiere week last year (excluding sports and Saturday), the 4-Network L+3 Day lift percentage is up +24% in viewers (18% vs. 14%), +41% among adults 18-49 (+25% vs. +18%) and +20% among adults 25-54 (+23% vs. +19%).

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