TV Week: iTunes Boosts TV Ratings

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TV Week: "TelevisionWeek

January 16, 2006
NBC: iPod Boosts Prime Time
'The Office' Scores Demo High Following Top Download Ranking on iTunes
By Daisy Whitney
NBC's 'The Office' delivered a 5.1-its highest ratings ever-last Thursday among adults 18 to 49, a bump the network credits in large part to the show's popularity as an iPod download.

In fact, the series is NBC's top-performing video podcast available on Apple's iTunes, where it has been available since Dec. 6.

Such a connection between podcast success and broadcast ratings success is particularly significant because the NBC data is among the first available evidence of what network executives have been gambling on when striking their new media deals-that the new video platforms are additive because they provide more entry points into a show for consumers.

In the case of 'The Office,' the series was one of 12 NBC Universal shows that have been available since NBC struck a deal with with Apple in early December. (NBC added 'Saturday Night Live' to the lineup last week.) In that short time period, 'The Office' has accounted for one-third of all the NBCU downloads on iTunes, clearly the lion's share of NBCU content ava"