Nearly 4 Billion Minutes Of Video Ads Streamed In February

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Continuing to break records, U.S. consumers spent 3.8 billion minutes streaming video advertising in February.
 
Consumers viewed 9.9 billion video ads, last month, with Google sites (YouTube) serving an all-time high of 2.2 billion ads, comScore found.
 
BrightRoll Video Network came in second with 1.6 billion ads served in February, followed by Hulu with 1.4 billion, Adap.tv with 1.4 billion and LiveRail.com with 1 billion ads delivered. BrightRoll is also credited with delivering the highest duration of video ads at 859 million minutes, last month.
 
All told, video ads reached more than 50% of the total U.S. population an average of 63 times during the month. In other words, 178 million Americans watched 33 billion online content videos in February, according to comScore.
 
Hulu delivered the highest frequency of video ads to its viewers with an average of 61, while CBS Interactive and Google Sites tied for second with an average of 23 ads per viewer.
 
As usual, Google Sites, led by YouTube, ranked as the top online video content property in February with 150.7 million unique viewers, followed by Facebook with 61.2 million, VEVO with 49.5 million, NDN with 46.3 million and Yahoo! Sites with 43.6 million.
 
Not noted by comScore are reports that Facebook is preparing to introduce video ads into users’ News Feeds, this spring -- a change that would dramatically reshape the video advertising landscape.
 
Among YouTube partners, video music channel VEVO maintained the top position in the rankings with 48.2 million viewers, last month.
 
Fullscreen held on to the second position with 36.8 million viewers, followed by Maker Studios with 30.5 million viewers, Warner Music with 26 million and ZEFR -- formerly MovieClips -- with 23.8 million.
 
Among the top 10 YouTube partners, Machinima demonstrated the highest engagement -- 61 minutes per viewer -- followed by Maker Studios -- 42 minutes per viewer.

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2 comments on "Nearly 4 Billion Minutes Of Video Ads Streamed In February".

1. John Grono from GAP Research
   

   commented on: March 18, 2013 at 8:54 a.m.
   I thought I'd do a few calculations to put the 3.8b minutes of video ads streamed during February into perspective (albeit it IS an impressive number). Here in Australia we watch on average 3hrs 11mins of TV a day. We have a population of 22.95m people, so we watch 4.378b minutes of TV a day. When you factor in that the primary public broadcaster carries no advertising (only promos) and the commerical FTAs are capped at 13 minutes per hour, and the lower ad volumes carried on subscription TV, we'd average a tad over 9 mins of ads per TV hour on average. That means Australians see around 660m minutes of TV ads a day. In a month of 28 days we're talking around 18.5 billion minutes of TV ads. And Australia is around one-fifteenth the size of the US. It makes you stop and think doesn't it.
2. Doug Garnett from Atomic Direct
   

   commented on: March 18, 2013 at 5:07 p.m.
   And in the US, if we assume 20 hours per week on average and a conservative 90mm TVHH's, then you end up with 432 billion minutes of streamed (via cable feed) TV per month. I'll remind readers: The new media folks love creating big numbers - but they're not necessarily meaningful numbers. http://dsgarnett.wordpress.com/2011/06/13/an-axiom-for-new-media-big-numbers-are-not-the-same-as-meaningful-numbers/

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