CBS Press Release for DVR 7-Day Playback Lift

10.11.2010LIVE PLUS 7 GENERATES EVEN BIGGER PREMIERE WEEK GROWTH FOR CBS
"Hawaii Five-0" and "The Mentalist" Are the Most Played Back Shows on DVR of All Time.

"Hawaii Five-0" Adds +3.4 Million Viewers and Grows to a 5.0 in Adults 18-49.

DVR Playback Delivers CBS an Additional +12% in Viewers and +15% in Adults 18-49 During Premiere Week Seven CBS Programs See Audience Gains of More than +2 Million Viewers and Five Programs Are Boosted By at Least a Full Rating Point in Adults 18-49, More Than Any Other Networkn"Hawaii Five-0," "The Big Bang Theory," "CSI," "The Mentalist" and "Criminal Minds" Are CBS's Biggest Playback Gainers in Adults 18-49.

CBS, which grew its audience and dominated premiere week in all key ratings measures, saw even more dramatic growth when factoring in live plus 7-day playback for the first week of the 2010-2011 season ending Sept. 26.

CBS gained +1.54 million viewers over its live plus same day average (+12%), an additional half a rating point in adults 18-49 (+15%) and seven tenths of a rating point in adults 25-54 (+16%). The live plus 7 additions hiked CBS's year-to-year premiere week growth from +6% to +8% in viewers, from +3% to +6% in adults 18-49 and from +5% to +9% in adults 25-54.

HAWAII FIVE-0 and THE MENTALIST were the most played back shows ever as CBS's freshman drama HAWAII FIVE-0 gained an additional +3.4 million viewers (and +1.1 rating points in adults 18-49) while THE MENTALIST added +3.2 million more viewers (and +1.0 ratings points in adults 18-49).

"It was an extraordinary first week of the season for the DVR and CBS prime time programming. The playback audience for HAWAII FIVE-0 alone exceeds the population of Chicago, the third largest city in the U.S.," said David Poltrack, Chief Research Officer, CBS and President, CBS VISION.

"The DVR continues to influence viewing habits and redefine how we analyze ratings. Growth in DVR penetration adds more viewers to the network audience. Premiere week playback is up an extraordinary +17% over last year. Today's full audience report clearly shows how the technology is benefitting CBS and network television-delivering bigger audiences and more demos, both of which enhance the currency of commercial ratings. The industry can no longer count on their accustomed overnight scorecards to fully evaluate the performance of television programs. Patience will be the rule, as the total audience of a television program will not be known until all the data is in, approximately two weeks after a program airs," added Poltrack.

DVR 7-Day Playback Lift to CBS Television Network:


•Among viewers, CBS had seven programs increase their audience by two million viewers or more. CBS was the only network with any program gaining three million viewers or more (HAWAII FIVE-0 and THE MENTALIST).

•Among adults 18-49, CBS had five programs increase by a full rating point or more.

•Additionally, CBS had another 12 programs with audience gains of one million viewers or more and another 13 programs that gained at least half a rating point among adults 18-49.


DVR 7-Day Playback Lift for CBS Series: CBS programs with lifts of two million viewers or more:



•· HAWAII FIVE-0 (+3.37m to 17.59m)

•· THE MENTALIST (+3.21m to 18.75m)

•· CSI (+2.47m to 17.20m)

•· CRIMINAL MINDS (+2.43m to 16.60m)

•· NCIS (+2.31m to 21.73m)

•· THE BIG BANG THEORY (+2.27m to 16.33m)

•· BLUE BLOODS (+2.22m to 15.25m)

CBS programs with lifts of a full rating point or more in adults 18-49:

•· HAWAII FIVE-0 (+1.1 to 5.0)

•· THE BIG BANG THEORY (+1.1 to 6.0)

•· CSI (+1.0 to 4.4)

•· THE MENTALIST (+1.0 to 4.4)

•· CRIMINAL MINDS (+1.0 to 5.0)

CBS programs with lifts of a full rating point or more in adults 25-54

•· HAWAII FIVE-0 (+1.5 to 6.8)

•· THE MENTALIST (+1.2 to 5.8)

•· THE BIG BANG THEORY (+1.2 to 7.1)

•· CRIMINAL MINDS (+1.2 to 6.3)

•· NCIS (+1.1 to 6.8)

•· CSI (+1.1 to 5.8)

•· TWO AND A HALF MEN (+1.0 to 7.1)


THE TOP 15 MOST PLAYED BACK PROGRAMS OF PREMIERE WEEK 2010

Rank, Program Title Net Viewer Lift

1 HAWAII FIVE-0 CBS 3,374

2 The MENTALIST CBS 3,213

3 GREY'S ANATOMY ABC 2,946

4 MODERN FAMILY ABC 2,774

5 HOUSE FOX 2,594

6 The EVENT NBC 2,546

7 CSI CBS 2,468

8 CRIMINAL MINDS CBS 2,434

9 NCIS CBS 2,308

10 CASTLE ABC 2,269

11 THE BIG BANG THEORY CBS 2,268

12 GLEE FOX 2,248

13 BLUE BLOODS CBS 2,224

14 DESPERATE HOUSEWIVES ABC 2,102

15 BONES FOX 2,076