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comScore: Hulu Tops Video Ad Impressions

Published on February 21, 2012

Video ads reached 47% of the total U.S. population in January, and an average of 38 times, reports digital think-tank comScore, Inc. The company has released data from its comScore Video Metrix service, revealing that 181 million U.S. Internet users watched nearly 40 billion online videos (both ads and content) in January.

comScore defines a video as any streamed segment of audiovisual content, be it an ad or content; and including both progressive downloads and live streams. For long-form, segmented content like television episodes with ads, the content and ads were counted as a distinct video stream.

All told, Americans viewed 5.6 billion video ads in January, with Hulu delivering the highest number of video ad impressions at 1.4 billion. Adap.tv ranked second overall (and highest among video ad exchanges/networks) with 652 million ad views, followed by BrightRoll Video Network with 598 million, Tremor Video with 580 million and Specific Media with 398 million.

Time spent watching video ads totaled more than 2.3 billion minutes during the month, with Hulu delivering the highest duration of video ads at 540 million minutes. Hulu also delivered the highest frequency of video ads to its viewers with an average of 43, while ESPN delivered an average of 20 ads per viewer.

Other notable findings from January 2012 include:

  • The duration of the average online content video was 6.1 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 12.2% of all videos viewed and 0.9% of all minutes spent viewing video online.

Top 10 Video Content Properties by Unique Viewers
Interestingly, Hulu is only eighth in the number of total unique visitors. Hulu delivers full-length television episodes and movies, Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in January with 152 million unique viewers, followed by VEVO with 51.5 million, Yahoo! Sites with 49.2 million, Viacom Digital with 48.1 million and Facebook.com with 45.1 million. Nearly 40 billion videos views occurred during the month, with Google Sites generating the highest number at 18.6 billion, followed by Hulu with 877 million and VEVO with 717 million.

The average viewer watched 22.6 hours of online video content, with Google Sites (7.5 hours) and Hulu (3.2 hours) demonstrating the highest average engagement among the top ten properties.Interestingly, Hulu is only eighths in the number of total unique visitors. Hulu delivers full-length television episodes and movies, Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in January with 152 million unique viewers, followed by VEVO with 51.5 million, Yahoo! Sites with 49.2 million, Viacom Digital with 48.1 million and Facebook.com with 45.1 million. Nearly 40 billion videos views occurred during the month, with Google Sites generating the highest number at 18.6 billion, followed by Hulu with 877 million and VEVO with 717 million. The average viewer watched 22.6 hours of online video content, with Google Sites (7.5 hours) and Hulu (3.2 hours) demonstrating the highest average engagement among the top ten properties.