My schedule, not yours

This is an interesting development for those of us who follow the decline of push media.

Online and DVR audiences for the three Tina Fey skits on “Saturday Night Live” spoofing Sarah Palin were twice the size of the original television audience, according to data released Friday by Integrated Media Measurement Inc. (IMMI), a provider of consumer behavior and audience exposure data to media companies and advertisers.

Among all the people who saw at least one of the three SNL sketches, 33% watched it on television during the original broadcast and a staggering 67% watched after the original broadcast either online or on a DVR.

“This is the first time we’ve seen delayed viewing numbers this big,” said Amanda Welsh, head of research for San Mateo, Calif.-based IMMI. “Usually it’s the other way around, with the overwhelming majority of viewing occurring during the actual broadcast.”