»
Men and women consume online video differently, and a new prime time has emerged online, according to (pdf) findings from Nielsen Online’s initial full release of its new VideoCensus syndicated measurement service, reports MarketingCharts. Below, some of those findings.
Women vs. Men
Women lead in online network TV viewing, whereas men are drawn to consumer-generated media (CGM), Nielsen’s data for December ‘07 found. (View table on the differences in viewing).
Network TV Viewer Loyalty
Among network TV websites, there was relatively low viewer overlap (see table); however, there was significant viewer overlap among CGM websites, with most viewers also watching video content on YouTube (see table).”Network websites are destinations for fans to deepen their experience - they go to see favorite scenes, episodes and outtakes. These viewers are very loyal and engaged and the website is a place to become immersed in the program,” said Michael Pond, media analyst, Nielsen Online.”With shorter clips and a viral nature, CGM websites are much more about discovery, and consumers are likely to view content on more than one.”
New Primetime Online
“[T]he largest appetite for streaming broadcast content is during the noontime hours, when viewers take a break from work to catch up on the shows they enjoy,” said Pond.
“Primetime visitors to network websites primarily enhance their TV viewing experience with features like online voting, web-only promotions and other program specific content, although there is some interest in streaming network content during the evening as well,” Pond said.
U.S. Video Consumption Metrics (Excludes Video Advertising)
The No. 1 video site in December was YouTube, with 2.6 billion streams during the month, followed by Yahoo with 371.9 million streams and Fox Interactive Media with 364.1 million streams.
See tables of top 10 online video destinations by total video streams and top 10 online video kids, games & toys destinations.About VideoCensus: Nielsen Online’s VideoCensus is a syndicated online video measurement service that combines patented panel and census research methodologies to provide a count of viewing activity and engagement along with demographic reporting.
Katz Media Group has added another new client, Lincoln Financial Media, and will sell ad time on the company’s 15 stations beginning immediately.
Katz also added CBS Radio and Entercom last week, picking them off from Interep’s list.
Katz has also…
Last week, Aegis Group CEO Robert Lerwill resigned unexpectedly, sparking speculation that a takeover may be on the horizon.
Lerwill stepped down officially today (Monday), with Aegis chairman John Napier taking over his duties on an interim basis, writes MediaPost. People…
Out-of-home companies are bracing for the recession like everyone else, but they may not feel the sting as badly as other media.
Though the third quarter brought negative growth to the nation’s three largest OOH companies - Clear Channel Outdoor,…
The 82nd annual Macy’s Thanksgiving Day Parade pulled an average 12.6 rating/26 share on Thanksgiving morning, Nov. 27, according to Nielsen.
That was 8% higher than its telecast last year, Mediaweek writes. NBC estimated that a total 44.7 million viewers…
Time magazine ousted Cosmo as the top magazine for college students in this year’s Anderson Analytics fall survey.
Time also jumped past People, which was last year’s No. 2, writes Ad Age. A Time spokesperson said the magazine did not run…
Email, news gathering and paying bills continue to be the most widely used online activities among U.S. adults, but downloading TV programs, watching videos and making web phone calls posted the biggest overall growth, according to data from Mediamark Research…
