Live Digital Ad Viewing Grows, Sports Is Key Driver

Live viewing of advertising views on all digital media platforms continues to rapidly climb -- with sports content a main reason.

In the first quarter, live viewing comprised 35% of all advertising views, up from 24% a year ago, and 5% five years ago.

This research comes from FreeWheel, the Comcast-owned video management company, based off of census-level advertising data through the FreeWheel platform.

Much of this is due to more sports content -- 76% of live viewing ad views come from sporting events; 16% from entertainment programming and 8% from news content.  

Overall, there has been a 77% year-over-year increase in live viewing of ad views, with smartphone live ad views up 171%.

Big sporting events contributed this year, such as the Winter Olympics and Super Bowl (both on NBC) and CBS/TNT’s NCAA’s March Madness. The Super Bowl's live stream posted a record 2.02 million viewers, the average minute audience.



Looking at all streaming advertising views -- clips, full-program episodes, and live airings -- full-episode entertainment programming comprises 53% of all ad views in the U.S., and 35% for live content and 12% from content clips.

Freewheel says 50% of all digital ad views came from the big-screen programming -- OTT (over-the-top) and set-top-box VOD (video-on-demand); 24% from desktop computers; and 27% from smartphones/tablets.

1 comment about "Live Digital Ad Viewing Grows, Sports Is Key Driver".
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  1. Ed Papazian from Media Dynamics Inc, June 28, 2018 at 7:48 a.m.

    Of course "live" viewing via digital is growing as it has nowhere  to go but up. However, what's missing from this article is any data on the extent of such activity. How much time does the average adult spend in this manner?  Also, the referrence to "ad viewing" must be taken with many grains of salt---just as is true with "linear TV". How do we know they are watching the ads?

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