January 25, 2023
Online TV: More Ad Revs To Mine
- by Wayne Friedman , April 1, 2010
A study released by comScore shows that online advertising's "sweet spot" is between 6 and 7 minutes per hour. That is substantially higher than the four minutes per hour that currently exists for most premium TV shows offered online.
Tania Yuki, director of online video and cross-platform product for comScore, states: "This finding, of course, suggests there's advertising revenue being left on the table and that media companies have not yet extracted full value out of the online medium."
But the 6 to 7 minutes per hour is about half that of non-programming content that currently exists on traditional TV -- network, cable, syndication, and local -- anywhere between 14 minutes to 17 minutes per hour of programming.
Other aspects of the survey revealed that 75% of viewers who regularly watch both online and traditional TV -- "cross-platform viewers," according to the report -- picked online over traditional TV because they could watch the show wherever they wanted. Another 74% picked online because they were able to watch the show on their own time.
advertisement
advertisement
Seventy percent preferred online TV because they would stop and play shows. Sixty-seven percent liked it because there were less disruptions. Traditional TV did better than online when it came to video quality.
The initial findings of the report were presented at ARF Re:think conference on March 23.
|
| ||
Cross-Platform TV Viewer Media Preferences Q: "For each attribute below, please select whether Online or TV is better." December 2009 Total U.S., Cross-Platform TV Viewers, n=535 Source: comScore, Inc. |
| ||
Response | Share of Cross-Platform Viewers |
| |
Online | TV |
| |
Watch the show wherever I want | 75% | 25% |
|
Watch the show on my own time | 74% | 24% |
|
Ability to stop and play show when I want | 70% | 30% |
|
Less interference from commercials | 67% | 33% |
|
Overall convenience | 61% | 39% |
|
Overall viewing experience | 32% | 68% |
|
View show as soon as it's released | 31% | 69% |
|
Sound quality | 28% | 72% |
|
Picture quality | 25% | 75% |
|
|
| ||
|
|
|
|
|
| ||||
TV Time-Shifting by Age Segment December 2009 Total U.S., TV Viewers, n=1,825 Source: comScore, Inc. |
| ||||
Age Segment | Share of Viewers |
| |||
Watch Live | Non-Live Viewing |
| |||
Same Day Time Shifted - 3 Days After Airing | 4-7 Days After Airing | More than 7 Days After Airing |
| ||
18-24 Year Olds | 35% | 22% | 20% | 23% |
|
25-34 Year Olds | 35% | 23% | 24% | 18% |
|
35-49 Year Olds | 46% | 21% | 17% | 16% |
|
50-64 Year Olds | 55% | 16% | 17% | 11% |
|
65+ Year Olds | 57% | 16% | 14% | 13% |
|
|
| ||||
|
|
|
|
|
|
