comScore Launches Video Metrix 2.0 in the UK to Measure Evolving Online Video Landscape

*New Metrics Offer Detailed Market Intelligence for UK Industry* 

London, UK, 13 January, 2010: comScore, Inc., a leader in measuring the digital world, today announced the UK launch of Video Metrix 2.0, the next generation of comScore’s industry leading online video measurement service. The new service offers several enhancements – including reporting of online video ad impressions – designed to better align with the realities of today’s online video landscape. For more information on Video Metrix 2.0, please visit 

“The dynamics of online video – both in terms of consumption patterns and economics – have evolved considerably in recent years and the industry has come to recognize its growing importance as an advertising channel,” said Mike Read, comScore senior vice president and managing director for Europe. “Video measurement needs to be just as innovative in order to capitalize on new monetisation opportunities and help pave the way for digital media convergence with traditional media.”

Enhancements to the service include:

  • The ability to filter video viewing activity between advertising and content
  • A unique reach/frequency tool to help agencies plan against online video
  • Additional reporting metrics, including average daily unique viewers, viewing sessions, percentage of ads by videos viewed, percentage of ads by time spent viewing video, ads per content video, content minutes per ad minute
  • Ranking of video advertising networks by actual reach of ads delivered (as opposed to potential reach of the network)

Top 5 UK Video Content Properties by Viewing Sessions 

In the UK, 34.7 million Internet users watched 6 billion content videos in November 2010. During the same month nearly 964 million viewing sessions took place, resulting in an average of 6 videos viewed per session. Google Sites, driven primarily by video viewing at, ranked as the top video content property with 428 million viewing sessions during the month and 30.4 million unique viewers, followed by BBC Sites (46.8 million viewing sessions) and Vevo (41.4 million sessions). 

Top UK Online Video Content Properties
Ranked by Viewing Sessions (000)
November 2010
Total UK, Age 6+ – Home & Work Locations
Source: comScore Video Metrix
Property Viewing Sessions (000) Total Unique Viewers (000) Videos (000)
Total Internet : Total Audience 963,971 34,720 6,032,002
Google Sites 427,608 30,401 2,831,218
BBC Sites 46,845 9,917 146,240
VEVO 41,430 9,774 71,174 28,205 8,819 42,328 13,099 3,382 33,282


*A session is a period of time with continuous video-viewing. A session ends, if a viewer is inactive for 30 minutes.

Top 5 UK Video Ad Properties by Unique Video Viewers 

In November 2010, 527 million video ads were viewed by 23 million UK Internet users, representing an average of 23 video ads per viewer. SpotXchange Video Network ranked first reaching 7.2 million unique viewers, followed by Google Sites (5.8 million) and Joost Video Network (5.8 million). Among the top 5 sites, ITV delivered the highest number of video ads (62.6 million) and frequency of video ads (14 video ads per viewer). 

Top UK Online Video Ad Properties
Ranked by Unique Video Viewers (000)
November 2010
Total UK, Age 6+ – Home & Work Locations
Source: comScore Video Metrix
Property Total Unique Viewers (000) Video Ads* (000)
Total Internet : Total Audience 23,007 527,132
SpotXchange Video Ad Network** 7,218 28,952
Google Sites 5,777 22,561
Joost Video Network (by Adconion Media Group)** 5,757 20,469
ITV Sites 4,553 62,603
Crosspoint Media** 4,269 38,582

*Video ads include streaming-video advertising only and do not include other types of video monetization,
such as overlays, branded players, matching banner ads, homepage ads, etc.
**Indicates video ad network

Live Webinar on Wednesday, 26th January 2011, 3pm GMT

This comScore webinar will showcase the latest trends in the UK video market to help media planners and media owners navigate the changing video landscape more effectively. 

For more details and to register, please visit: 

*Source: comScore

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