In the midst of a big TV upfront market, two somewhat opposing TV and Internet video studies are pushing their respective messages.
The TVB, the TV-based marketing group for stations, says despite the growth of the Internet, total Internet viewing represents 1.5% of all TV-video viewing, with traditional TV having a virtual near monopoly -- 91% watching TV live, and 7% being time-shifted, per Steve Lanzano, president/CEO of TVB Local Marketing Solutions. He spoke at the SNL Kagan TV and Radio Finance industry event.
In a recently released TVB study with Knowledge Networks, research also notes that TV usage has grown 8% in two years. TV is still dominant when it comes to the advertising medium most influential in making a purchase decision for those 18 + -- at 37.2%. Next comes newspapers at 10.6%, then Internet at 5.6%.
As an acknowledgement of the Internet's growth, the study reveals that 51% of adults say a TV commercial prompted them to head to the Internet to find more information.
Per comScore's new study "Surviving the Upfronts in a Cross-Media World" release on Tuesday, data shows improved online video growth and opportunities for marketers.
Now there are 105 million average daily U.S. online video consumers, up 30% from 81 million a year ago. Total time per month is 21.7 hours, up from 14.8 hours a month a year ago. The average length of all video is now 6.4 minutes, up from 5.2 minutes.
Overall, the study says there is far less advertising clutter with online video -- whereas a share of overall video viewing, 98.5% of viewers watch content and 1.5% watch advertising. This compares to traditional TV, where overall TV viewing is 75% content and 25% TV commercials.
The average viewer could watch about an hour's worth of TV/video and only see one minute of advertising, says comScore. When looking at just long-form video -- such as premium TV shows -- advertising amounts to only 8% of all content.