*Next Generation Online Video Measurement Service Features Video Ad Reporting*
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 www.videometrix2.com.
- The ability to filter video viewing activity between ads and content
- TV show-level reporting for major broadcast sites (top online TV shows for ABC.com, NBC.com and CBS.com in June can be found here: https://blog.comscore.com/2010/07/comscore_enhances_online_video.html)
- 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 ad networks by actual reach of ads delivered (as opposed to only the potential reach of the network)
- Recalibration of estimates of unique viewers as a result of improved data collection methods
- In addition, comScore plans to introduce an updated Gross Rating Point (GRP) metric in the coming months to further enable cross-media comparability with TV. Video ads and content reporting capabilities are still under development in Video Metrix markets outside the U.S., but the other reported enhancements will be available in these markets with the June data release.
Top 10 Video Content Properties by Unique Viewers:
Google Sites had the highest number of overall viewing sessions with 1.8 billion and average time spent per viewer at 261 minutes, or 4.3 hours. Hulu also had high viewer engagement with an average of 135 minutes (or 2.2 hours) per viewer.
Top U.S. Online Video Properties by Video Content Views Ranked by Unique Video Viewers June 2010 Total U.S. – Home/Work/University Locations Source: comScore Video Metrix |
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Property |
Total Unique Viewers (000) |
Viewing Sessions (000) |
Minutes per Viewer |
Total Internet : Total Audience |
177,460 |
5,123,287 |
870.4 |
Google Sites |
144,501 |
1,819,099 |
260.9 |
Yahoo! Sites |
44,938 |
139,621 |
16.8 |
Vevo |
43,700 |
192,771 |
66.7 |
Facebook.com |
43,307 |
144,485 |
20.2 |
Fox Interactive Media |
41,570 |
222,374 |
13.4 |
Microsoft Sites |
38,995 |
208,558 |
44.5 |
Viacom Digital |
32,049 |
74,498 |
43.5 |
Turner Network |
31,712 |
104,094 |
25.1 |
Break Media |
26,889 |
93,635 |
31.8 |
Hulu |
24,001 |
127,431 |
134.8 |
Video ads reached 45 percent of the total U.S. population an average of 31.5 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 24.2 over the course of the month.
Top U.S. Online Video Properties by Video Ads Viewed Ranked by Video Ads Viewed June 2010 Total U.S. – Home/Work/University Locations Source: comScore Video Metrix |
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Property |
Video Ads (000) |
% Reach Total U.S. Population |
Frequency (Ads per Viewer) |
Total Internet : Total Audience |
4,341,110 |
46.1 |
31.5 |
Hulu |
566,162 |
7.8 |
24.2 |
Tremor Media Video Network* |
523,938 |
21.4 |
8.2 |
BrightRoll Video Network* |
333,492 |
16.5 |
6.8 |
Microsoft Sites |
222,427 |
8.1 |
9.2 |
SpotXchange Video Ad Network* |
202,408 |
13.1 |
5.2 |
Google Sites |
200,011 |
15.4 |
4.3 |
Break Media |
179,603 |
9.6 |
6.2 |
CBS Interactive |
151,123 |
7.3 |
6.9 |
ESPN |
149,717 |
4.2 |
12.0 |
Viacom Digital |
135,629 |
8.0 |
5.7 |
*Indicates video ad network/server
- The top video ad networks in terms of their potential reach were: ScanScout Network with 43.7 percent reach of the total U.S. population, BrightRoll Video Network with 40.6 percent, and Break Media Network with 36.8 percent.
- 84.6 percent of the total U.S. Internet audience viewed online video.
- The duration of the average online content video was 4.9 minutes, while the average online video ad was 0.4 minutes.
- Video ads accounted for 12.2 percent of all videos viewed but only 1.2 percent of all minutes spent viewing video online.