Call it "must-wait TV."
More viewers are recording shows or watching them on video on demand instead of watching live TV. The good news for the networks is that it means the shows are getting bigger audiences than traditional ratings would suggest.
The bad news is that not all advertisers are paying for those viewers who watch TV on their own schedule, but the networks are slowly getting some advertisers to pony up for those eyeballs too.
On Monday, Nielsen released delayed-viewing numbers for the entire 2013-14 season. In some cases, hit shows got bigger.
The top-line example is
When counting people who watch within seven days of the original broadcast, its 18-to-49 rating rises 2.5 points, or 50%, to 7.5.
That should make for some star-struck advertisers, but in terms of percentage gains, it's not even close to the biggest.
For the entire fall season,
These numbers may have seemed theoretical in the old days when advertisers would only pay broadcasters for viewers who watched their commercials during an episode's original airing, and they only recently started paying for viewers coming in within three days.
But at this year's "upfront" presentations, ad companies and broadcasters are making some deals to pay for those viewers coming in up to a week late.
Some trends solidified in the final full-season Nielsen ratings.
Even fans of the network's hit comedy
No surprise, reality TV tended to rely on its live audience, especially shows like
Genre and cultish fare pulled big tardy audiences each week, besides the quirky aforementioned "Sleepy Hollow." "Marvel's Agents of S.H.I.E.L.D." rose an average of 67%,