Video Ad Impressions Hit Record High in March

April 23, 2012

This article is included in these additional categories:

Analytics, Automated & MarTech | Brand Metrics | Data-driven | Media & Entertainment | Paid Search

comscore-top10-video-properties-by-ads-viewed-in-mar12-april2012.jpgAmericans viewed almost 8.4 billion video ads in March 2012, representing a new peak, up 11.7% from roughly 7.5 billion in February, and a dramatic increase of 50.6% from 5.6 billion in January, according to April 2012 comScore VideoMetrix data. Hulu generated the highest number of video ad impressions at more than 1.75 billion, also a record, up from its previous peak of almost 1.56 billion in February. Google Sites ranked second with more than 1.2 billion video ads, while BrightRoll Video Network took the third spot with 953 million impressions, up significantly from 683 million the previous month, and highest among video ad exchanges/networks. ranked fourth with almost 900 million impressions, while Specific Media rounded out the top 5 with roughly 775 million. Both represented rises of at least 100 million impressions from February.

Time spent watching video ads totaled more than 3.5 billion minutes during the month, up from less than 3.2 billion in February. Hulu delivered the highest duration of video ads at 690 million minutes.

Video ads reached 51% of the total US population an average of 53 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 51, while ESPN delivered an average of 26 ads per viewer.

Turner Digital Grows Video Audience 48% M-O-M

comscore-top-online-video-properties-feb-v-mar-2012-april2012.jpgTurner Digital reported easily the best month-over-month unique viewer performance gains among the top 10 US online video properties in March 2012. Turner Digital reported about 42.9 million viewers, up an impressive 48% from 29 million in January, jumping from the 10th spot to the 7th ranking. Comcast NBCUniversal, which had occupied the 8th spot in November, saw its audience decline 17.6% from roughly 39 million to less than 32.2 million, dropping to the 9th spot.

Google remained the top online video property once again, with more than 146 million viewers, down close to 1% from 147.4 million the prior month. The other top 5 maintained their rankings from February, with Yahoo in second and VEVO in third. Facebook slightly extended its lead over Viacom Digital in the fourth spot, growing to almost 45.1 million viewers from 43.6 million.

Google again demonstrated the highest viewer engagement, with an average of roughly 7.1 hours per viewer.

Top 5 YouTube Partner Rankings Remain Steady

The March 2012 YouTube partner data shows that video music channels VEVO (roughly 49.1 million viewers) and Warner Music (30.26 million viewers) maintained the top two positions. Gaming channel Machinima ranked third with 22.9 million viewers, relatively unchanged from the previous month. Among the top 10 partners, Machinima displayed the highest engagement again, at 69 minutes per viewer, ahead of VEVO, at 62.5 minutes per viewer. VEVO streamed the most videos (670 million), followed by Machinima (379 million).

Other Findings:

  • 83.5% of the US internet audience viewed online video in March, down slightly from 83.8% in February.
  • The duration of the average online content video was 6.4 minutes, up from 6.2 minutes in February, while the average online video ad was 0.4 minutes, unchanged from the previous month.
  • Video ads accounted for 18.5% of all videos viewed, up 11% from 16.6% in February. Ads accounted for 1.5% of time spent viewing video online, representing a 15% increase from 1.3% the previous month.
  • 181 million US internet users watched online video content in March for an average of 21.75 hours per viewer.
  • The total US internet audience engaged in nearly 37 billion video views, down from almost 38 million in February.
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