March Video Rankings: Americans Watch over 8 Billion Video Ads
Even though the number of online content videos viewed dropped slightly in March, 2012, the number of ads crossed a milestone. Americans watched 8.3 billion video ads that month, a new high, video measurement company comScore reported.
For non-advertising videos, the audience grew (from 179 million in February to 181 million in March) while the actual number of videos again dropped (this time from 38 billion to 37 billion). Americans averaged 21.7 hours per viewer, a slight decline.
Google and Yahoo were again the rankings kings. Google pulled in 146.1 million unique viewers (down from 147.4 million) averaging 426.6 minutes of video each. Yahoo garnered 60.6 million viewers averaging 72.4 minutes of video each. That means Yahoo was able to hold onto the number two spot, which it took from Vevo in February.
Following Google and Yahoo were Vevo (51.3 million), Facebook (45.1 million), and Viacom Digital (44.3 million). Completing the top ten were AOL, Turner Digital, Microsoft, Comcast NBCUniversal, and Hulu. Turner Digital rose from the tenth position it held in February.
Advertising videos had a more impressive month than content videos, with a record 8.3 billion video ads shown. Hulu again topped the list with 1.8 billion ads shown to 11.3 percent of the population, averaging 50.7 ads per viewer. That's strong growth from 1.6 billion ads in February. Following Hulu for ads were Google (1.3 billion), BrightRoll (953.2 million), Adap.tv (892.0 million), Specific Media (775.5 million), Tremor Video (676.0 million), ESPN (562.6 million), TubeMogul (537.2 million), Auditude (466.4 million), and CBS Interactive (415.7 million). Microsoft sites dropped out of the top ten, while CBS Interactive rose up.
Vevo was again the most-viewed YouTube partner channel, followed by Warner Music, Machinima, Maker Studios, and FullScreen.
Where did Hulu go? Long the top performer for ads, the premium content destination took a bad fall.
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