By: comScrore | Friday, April 20 2012
Video Ad Impressions
Reach Record Numbers in March
RESTON, VA, April 19,
2012 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the
digital world, today released data from the comScore Video Metrix service
showing that 181 million U.S. Internet users watched nearly 37 billion online
content videos in March, while video ads topped 8 billion for the first time on
record.
Top 10 Video Content
Properties by Unique Viewers
Google Sites, driven
primarily by video viewing at YouTube.com, ranked as the top online video
content property in March with 146.1 million unique viewers, followed by Yahoo!
Sites with 60.6 million, VEVO with 51.3 million, Facebook.com with 45.1 million
and Viacom Digital with 44.3 million. Nearly 37 billion video views occurred
during the month, with Google Sites generating the highest number at 15.7
billion, followed by Hulu with 1 billion and Yahoo! Sites with 815 million. The
average viewer watched 21.7 hours of online video content, with Google Sites
(7.1 hours) and Hulu (4.6 hours) posting the highest average engagement among
the top ten properties.
Top 10 Video Ad
Properties by Video Ads Viewed
Americans viewed more
than 8.3 billion video ads in March, representing an all-time high, with Hulu
delivering another month of record video ad views at more than 1.7 billion.
Google Sites ranked second with more than 1.2 billion video ads during the month,
followed by BrightRoll Video Network with 953 million, Adap.tv with 892 million
and Specific Media with more than 775 million. Time spent watching video ads
totaled 3.5 billion minutes, with Hulu delivering the highest duration of video
ads at 690 million minutes. Video ads reached 51 percent of the total U.S.
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.
Top 10 YouTube Partner
Channels by Unique Viewers
The March 2012 YouTube
partner data revealed that video music channels VEVO (49.1 million viewers) and
Warner Music (30.3 million viewers) maintained the top two positions. Gaming
channel Machinima ranked third with 22.9 million viewers, followed by Maker
Studios Inc. with 14.6 million, FullScreen with 12 million and BroadbandTV with
8.5 million. Among the top 10 YouTube partners, Machinima demonstrated the
highest engagement (69 minutes per viewer) followed by VEVO (62.5 minutes per
viewer). VEVO streamed the most videos (670 million), followed by Machinima
(379 million).
Other notable findings
from March 2012 include:
- 83.5 percent of the U.S. Internet audience viewed online video.
- The duration of the average online content video was 6.4 minutes, while the average online video ad was 0.4 minutes.
- Video ads accounted for 18.5 percent of all videos viewed and 1.5 percent of all minutes spent viewing video online.