Syfy's Warehouse 13 a DVR Darling


Perhaps it has something to with the fact that the DVR functions a bit like a time machine, but science fiction is generally recognized as the single most time-shifted programming genre. According to new Nielsen ratings data, the new Syfy series Warehouse 13 is no exception to the rule.

According to live-plus-seven-day ratings data, the July 14 installment of Warehouse 13 drew 4.15 million viewers, an increase of 22 percent from the 3.41 million viewers tallied in the initial live-plus-same-day estimate.

When seven days of DVR playback were added to the original totals, the second episode of Warehouse 13 drew 2.07 million adults 25-54, an increase of 26 percent versus the initial estimate (1.64 million). Syfy also saw a lift with its delivery of adults 18-49, as time-shifted viewing added 397,000 members of the core TV demo, for a total of 1.64 million viewers.

DVR views among the demo were up 32 percent over Nielsen’s initial live-plus-same-day reckoning.

The added viewership made the July 14 episode of Warehouse 13 the most-watched non-premiere telecast in the 17-year history of Syfy (née Sci Fi Channel).  

The series premiere of Warehouse 13 also saw a lift upon application of a week’s worth of DVR viewing. The first delivery reported for the July 7 opener was 3.51 million total viewers, a tally that would ultimately rise 14 percent, to just under 4 million viewers.

Warehouse 13 stars Eddie McClintock and Joanne Kelly as two Secret Service agents who are whisked away to a top-secret storage facility in South Dakota which houses every supernatural souvenir ever collected by the U.S. government. The series is homegrown, as it is produced by Universal Cable Productions.
Last June, a study released by media agency buying unit Magna Global USA suggested that there is a demonstrable correlation between heavy DVR playback and genre, with sci fi and action accounting for the greatest percentage of time-shifted viewing.

“Regardless of actual audience size, action and sci-fi dramas are the only genres where virtually all programs had above average DVR playback among adults 18-49,” wrote Steve Sternberg, who at the time was executive vp of audience analysis for Magna. Sternberg noted that the most time-shifted programs in prime were ABC’s Lost and NBC’s Heroes, both of which are representative of the science fiction/action categories.