YouTube also touted this during its NewFront presentation -- and then some more.
“I’m happy to announce that on mobile alone YouTube now reaches [emphasis added] more 18- to 49-year-olds than any network -- broadcast or cable,” said Susan Wojcicki, chief executive officer of YouTube. "In fact, we reach more 18- to 49-year-olds [in the U.S.] during prime time than the top 10 TV shows combined.”
One thing for sure: “reach” isn’t “viewing” -- specifically not “average minute audience viewing,” a metric TV networks use to sell advertising. You know, how TV networks make money.
Time Warner Cable Media, at its own upfront presentation, went further. Nielsen data, it said, shows that TV accounts for 95% of average video consumption (the average audience per minute), with PCs at 4%, and mobile smartphone video at 1%.
Better still, Turner added, millennials do 88% of their video viewing on TV.
We can think back to the glaring example of an NFL football game that ran this past season on Yahoo.
Yahoo claimed 15.22 million unique viewers. But that was digital-media speak, not average minute audience. Measured that way, the audience was around 2.36 million -- tiny next to the 19 million or so viewers that regularly watch broadcast network NFL games.
The difference between digital and traditional TV continues to be one of languages -- “views” or “unique viewers” versus “average minute audience.” Digital views or unique viewers can be counted with little-to-no reference to time or duration
Say what you will about traditional versus new measurement, but mixing these apples and oranges -- right now anyway -- doesn’t make sense.
They make a nice business fruit bowl. Just watch your upfront indigestion.