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comScore: Hulu Tops in Video Ad Impressions

Published on March 19, 2012

comScore today released data from the comScore Video Metrix service showing that U.S. Internet users watched nearly 38 billion videos of online video content, and 7.5 billion video ads, in February. Hulu ranked 9th of 10 for online video content, but for video ads.

For content, Google Sites(driven primarily by video viewing at ranked first, with 147.4 million unique viewers in February, followed by Yahoo! Sites with 60.9 million, VEVO with 52 million, and with 43.6 million. Hulu took a respectable 951 million, with viewers catching up on TV series and watching streaming movies. The average viewer watched 21.8 hours of online video content, with Google Sites (7 hours) and Hulu (3.8 hours) demonstrating the highest average engagement among the top ten properties.

Hulu also delivered a record-high number of video ad impressions, with more than 1.5 billion. Hulu also delivered the highest frequency of video ads to its viewers with an average of 48, while ESPN delivered an average of 26 ads per viewer. Google Sites ranked second in ad impressions with 1.1 billion video ads during the month, followed by with 706 million, BrightRoll Video Network with 683 million and Specific Media with 611 million. Time spent watching video ads totaled nearly 3.2 billion minutes, with Hulu delivering the highest duration of video ads at 650 million minutes. Video ads reached 50% of the total U.S. population an average of 49 times during the month. comScore in its calculations defined video ads as include streaming-video advertising only, and did not include other types of video monetization such as overlays, branded players, matching banner ads and homepage ads.

Other notable findings from February 2012 include:

  • 83.8% of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 6.2 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 16.6% of all videos viewed and 1.3% of all minutes spent viewing video online