Sky PVR owners watch more TV in peak time, less outside these hours

October 19, 2007 – Owners of Sky boxes with Personal Video Recording capabilities in the 16-34 age bracket watch more television in weekday peak hours of 2100-2200 than their counterparts without PVR capability, according to a new report by UK analysis firm Attentional.

The report, entitled “Viewing in Sky+ Households”, found that drama programmes attract the highest level of playback viewing in Sky+ homes, while entertainment channels such as Sky One were also subject to high levels of playback viewing, although music and sports programmes continue to be watched live in most instances.

The report found however that outside of these hours owners of Sky+ PVR-capable boxes typically watch 10-15% less than equivalent viewers in Sky homes without PVR capability.   This drop is attributed to demographics, as Sky+ boxes are believed to attract a higher proportion of households in the higher ABC1 socio-economic groups.  Viewers in this demographic are found to watch less TV regardless of platform or technology.