• by Wayne Friedman , April 26, 2016

Looking to resolve differences in the “currency” of digital media and traditional TV media, the Video Advertising Bureau, a TV advertising trade group, says TV still dominates over digital in the key “average-minute” media metric.

The VAB says analyzing “average audience per minute” viewing/media usage for all media -- for traditional TV and digital media (video and other media usage) -- TV accounts for 95% of video consumption for all adults, and 88% for Millennials.

This research comes from Nielsen Comparable Metrics Report for the third quarter of 2015.

The average audience of multiscreen TV brands (traditional TV and online TV) gets 71% of the total day adults 18 and older audience -- 30.1 million. Facebook took in 10% (4.4 million) followed by Pandora at 5% (2.1 million) and YouTube at 5% (2.1 million) and Google with 2% (930,000).

The VAB sources comScore MediaMetrix and Nielsen Program Report for December 2015. It analyzed Nielsen total day TV usage, live-plus-same day program viewing and comScore’s digital Web site measurement for all visitor activity, including video consumption.

Media analysts have complained that it can be difficult to compare digital video viewing with traditional TV viewing. TV viewing is typically analyzed by “average minute audience,” while digital video viewing is typically measured in “views,” which can be any duration.