Commentary

Hulu's TV ad impressions: Not about individual shows, but total audiences

How much of your media plan is going to specific shows on certain OTT services? You may not get many answers.

“We are selling audiences,” says Jim Keller, vp of east and midwest of Hulu, speaking at MediaPost’s TV Insider Summit. “It shouldn't matter whether you watching are ‘The Voice’ or ‘South Park’.” So finding out, he says, for example, that 60% of your media buy/impressions is coming from ‘The Voice’  may not be in the cards.

Also, because Hulu is co-owned by Comcast’s NBCUniversal, 21st Century Fox, Walt Disney Company, and Time Warner (which has a smaller stake than the other three), he says,  “that is not something we can legally provide”.

In answering a question about Hulu’s limited commercial ad loads, Keller says, this probably won’t change; limited commercial availability is something that has been is a key piece of Hulu’s consumer attraction.

“Demand has far outpaced supply,” he says, whether from national or local TV commercials. “We haven’t been able to keep up with it.”

Keller says now 75% of Hulu viewing comes from the big living room TV screens, up from around 40% a couple of years ago.

 
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