Advertising - Whichever Screen, People Are Watching -

The first in a series of new “three-screen” reports by the Nielsen Company shows an emerging shift toward a more video-centric use of the Internet, but not at the expense of television viewing. The report, an initial effort by Nielsen to “follow the video” as consumer viewing habits shift, is scheduled to be released Tuesday.

The average American spent 127 hours of time with TV in May, up from 121 hours in May 2007; and 26 hours on the Internet, up from 24 hours last year. More than 282 million people watch television in a given month and nearly 162 million use the Internet.

Perhaps most important, the data reaffirms that online video viewing is no longer a novelty. Two-thirds of Internet users in the United States, 119 million people, watched video in May.

The amount of online video viewing is low compared with TV — 2 hours and 19 minutes a month on average — and Nielsen does not have a comparable estimate for last year. But given its popularity, it has attracted much interest from media companies and advertisers. All that viewing, 7.5 billion streams and 16.4 billion minutes in total, amounts to new advertising time for the taking.

Advertising - Whichever Screen, People Are Watching -
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