Video Metrix Drills Into Online TV, Ad Data

Another new Internet measuring service looks to add to the complex environment of calculating online usage of premium TV shows.

Video Metrix 2.0, coming from Internet researcher comScore, focuses on more granular data of video content. For example, it can separate between online video content and online video ads. It can also show monthly ads per viewer per site.

"Our new ad reporting will also help advertisers understand which of the sites featuring predominantly long-format content are monetizing most successfully and reaching audiences with video ads throughout their programming," the company stated.

Video Metrix also listed the top online TV shows for June -- which listed five ABC shows as the best in unique viewers. Plus, it tabulated shows for CBS and NBC -- but not Fox or the CW.




ABC's "Wipeout" was No. 1 with 1.2 million viewers; "The Bachelorette" was second at 1.0 million. Another reality effort, "True Beauty," came in third with 702,000; "Jimmy Kimmel" was next with 682,000; followed by "General Hospital" with 571,000.

CBS had "The Young and the Restless" on top with 551,000; "Late Show with David Letterman" at 524,000; then "NCIS" at 324,000.

NBC's big summer hit "America's Got Talent" was its best unique earner: 502,000. Then came "Saturday Night Live" at 463,000; and "The Office" with 374,000. grabbed the most monthly ads per unique visitor --- 24.2 ads per visitor per month. was next at 20.0; followed by ABC at 15.6; Fox at 12.9; NBC at 8.4; The CW at 7.7; and CBS at 7.4.

Video Metrix says on average, online video typically adds 6% to the size of a TV audience for original scripted programming. This added viewing is even greater among 18- to-24-year-olds (13%) and 25- to-39-year-olds (9%).

comScore has other measuring online products, such as Media Metrix, which calculates video and non-video content on specific sites. Nielsen's VideoCensus also analyzes specific video views and unique visitors.

The research company says 180 million people in the U.S. watch online video for an average of 13 hours each month.

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