"Not surprisingly, the most important factor changing how many viewers watch later was an episode’s live audience tune in, accounting for 42% of variance in +7 TV audiences. So, just under half of the difference between the live and +7 audiences can be explained by the size of the original live audience. Conventional wisdom on several other variables also bore out. For example, reality series were 31% more likely to be watched live. A premiere episode, regardless of genre, was 15% more likely to be watched live.
Interestingly, all 11 variables tested proved to be statistically significant. In other words, all measurements and characteristics we looked at affect time-shifted viewing. In fact, this integrated model explains 72% of the variance in the +7 audience, significantly higher than what the live audience could explain alone. Moreover, Nielsen Twitter TV Ratings (NTTR) impressions were significant, even after accounting for the effect of the other 10 variables. Specifically, a 10% increase in NTTR impressions corresponded to a 1.8% increase in the +7 audience, indicating that social media activity around TV programming is playing a role in driving viewers to watch programming later in the week."
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