While the total audience for online video has remained steady over the last year, engagement in online video has grown significantly in that time. However, the number of ads relative to the amount of content being viewed still lags. Those are the findings of a new comScore white paper that analyzes the cross-media impact of the TV upfronts.

Southern Comfort has never been a brand to shy away from online video. It has been a regular sponsor of original video programming from Web pioneers like MyDamnChannel for several years. Now, the spirits maker is generating some attention for its latest campaign "Lingo Cops" that has been written up in 'The New York Times' and that I first learned about via ReelSEO.

While the bulk of TV audiences are still reached via TV only, the online scope of TV networks is growing, according to a just-released comScore study. About 26% of audiences are reached with content online, and 12% specifically with online video, comScore said in analyzing the results of a study of 10 TV networks and media brands conducted for The Coalition for Innovative Media Measurement, a group comprised of TV networks, media agencies and major consumer brands.

The decision by the broadcast networks to include content ratings -- TV-PG, TV-14 TV-MA and the like -- on their Web site streaming of shows will have virtually no impact on who watches the shows. The only thing that matters about the move Monday by ABC, CBS, Fox, NBC, TeleFutura, Telemundo and Univision to include content ratings in online streams starting Dec. 1 is its symbolism.

TV Everywhere has not entirely taken off as planned. Sure, there are a few cable operator trials and a handful of programmer-led efforts such as HBO Go, which just added the Kindle Fire to its roster of TV Everywhere devices last week. These efforts, although valiant, have not led to widespread TV Everywhere adoption.

Brands and marketers are digging the effectiveness of online video buys and they plan to ante up for more cross-platform buys this year, including those on tablets, according to ad network BrightRoll's annual report surveying agency executives on online video.

Here's more proof that video and social media are growing ever more inextricably linked: Turner Broadcasting tapped six tech startups for a 12-week incubator program this summer, and many of those companies include social and video components. We can follow along and track their success to see if Turner is good at making bets on the next big thing -- companies that may shape the future of media via their work in social TV and transmedia storytelling.

The online movie business in the United States more than doubled in 2011, hitting $992 million in revenue -- and should double again this year, according to a report from IHS iSuppli. The business is being driven by money from transaction rental and subscription video-on-demand, which loosely translates into iTunes and Netflix, respectively.

What do you do when The Onion spoofs your brand? Go with it. That's what Tide did this weekend in response to a fake Onion editorial about a fictional Tide viral video starring Bret Michaels singing about the laundry detergent.

After switching from a video search platform to one that integrates social into the user experience, MeFeedia has grown its traffic 20 times in six months from 350,000 uniques to 7 million uniques per month in the United States, according to data from comScore, making MeFeedia the latest example of how social discovery features can grow a video site or service.