DVR ratings: 'Nashville' joins the ranks of big gainers
"Nashville's" premiere on Oct. 10 brought in 8.9 million viewers and a 2.8 rating among adults 18-49 -- respectable numbers for a 10 o'clock drama in recent years, but not world-beating by any means. Delayed viewing, however, boosts the show to 12.46 million viewers and a 4.2 rating in the 18-49 demographic, according to Nielsen's Live +7 data for the week of Oct. 8-14. That represents gains of 39.5 percent among viewers and 50 percent among adults 18-49.
Its Wednesday-night rival "Chicago Fire" also got a healthy bump from DVR use, rising from 6.6 million viewers and a 1.9 demo rating in the same-day rankings to 9.2 million viewers and a 2.8 (gains of 38.7 percent and 47.4 percent).
The series premiere of "Arrow," meanwhile, gained about 880,000 viewers (4.14 million to 5.02 million) and four tenths of a point in adults 18-49 (1.3 to 1.7). "Beauty and the Beast" rose by a smaller amount: 592,000 viewers (2.78 million to 3.37 million) and 0.3 in 18-49 (1.2 to 1.5). The season premiere of "The Vampire Diaries" improved by just over 950,000 viewers (3.183 million to 4.137 million) and half a point in the 18-49 demo (1.6 to 2.1).
How much that means to each show's fate remains to be seen, of course, depending on how much weight network executives give to delayed viewing. Public statements by network types so far this fall seem to indicate they're looking more seriously at DVR ratings, but they won't be the only factor in deciding a bubble show's future.
"Nashville," for instance, has fallen some in the overnight ratings in its subsequent airings, averaging about 6.7 million viewers and a 2.0 rating among adults 18-49. Comparable DVR gains to the premiere would put it in the 9 million-viewer range and a 3.0 in adults 18-49. "Chicago Fire" has been a little steadier for NBC in the overnights, which would suggest its Live +7 numbers will be as well.