Online Video Rankings – Fullscreen Climbs to #2 in YouTube Partner Channels Ranking

comScore released data from the comScore Video Metrix service showing that 182 million U.S. Internet users watched 38.7 billion online content videos in December, while video ad views totaled 11.3 billion.

Top 10 Video Content Properties by Unique Viewers

Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in December with 153 million unique viewers, followed by Facebook.com with 58.8 million, VEVO with 51.6 million, NDN with 49.9 million and Yahoo! Sites with 47.5 million. Nearly 38.7 billion video content views occurred during the month, with Google Sites generating the highest number at 13.2 billion, followed by AOL, Inc. with 692 million. Google Sites had the highest average engagement among the top ten properties.

Top U.S. Online Video Content Properties Ranked by Unique Video Viewers
December 2012
Total U.S. – Home and Work Locations
Content Videos Only (Ad Videos Not Included)
Source: comScore Video Metrix
Property Total Unique Viewers (000) Videos (000)* Minutes per Viewer
Total Internet : Total Audience  181,717 38,673,322 1,150.2
Google Sites 152,971 13,181,969 388.3
Facebook.com 58,776 419,959 16.4
VEVO 51,640 592,463 39.3
NDN 49,942 510,319 69.5
Yahoo! Sites 47,516 383,514 51.5
AOL, Inc. 42,425 692,467 55.0
Viacom Digital 42,334 431,833 39.4
Microsoft Sites 40,604 472,812 39.4
Amazon Sites 38,129 138,968 10.3
Grab Media, Inc. 34,911 203,512 28.8

*A video is defined as any streamed segment of audiovisual content, including both progressive downloads and live streams. For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream.Video views are inclusive of both user-initiated and auto-played videos that are viewed for longer than 3 seconds.

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed 11.3 billion video ads in December, with Google Sites ranking first with nearly 2 billion ads. BrightRoll Video Network came in second with 1.8 billion, followed by Liverail.com with 1.8 billion, Adap.tv with 1.5 billion and Hulu with 1.5 billion. Time spent watching video ads totaled 4.1 billion minutes, with BrightRoll Video Network delivering the highest duration of video ads at 966 million minutes. Video ads reached 53 percent of the total U.S. population an average of 70 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 65, while Google Sites delivered an average of 20 ads per viewer.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed
December 2012
Total U.S. – Home and Work Locations
Ad Videos Only (Content Videos Not Included)
Source: comScore Video Metrix
Property Video Ads (000) Total Ad Minutes (MM) Frequency (Ads per Viewer) % Reach Total U.S. Population
Total Internet : Total Audience  11,322,657 4,135 69.9 52.6
Google Sites 1,998,861 155 20.0 32.4
BrightRoll Video Network** 1,826,453 966 13.8 43.1
LiveRail.com† 1,797,940 813 18.2 32.1
Adap.TV† 1,541,695 741 11.7 42.9
Hulu 1,454,115 584 64.9 7.3
Specific Media** 988,399 419 7.7 41.6
TubeMogul Video Ad Platform† 783,934 297 8.4 30.3
Tremor Video** 743,969 361 8.6 28.0
Auditude, Inc.** 736,787 153 12.8 18.7
Videology** 632,977 337 7.5 27.3

*Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads, etc.
**Indicates video ad network
†Indicates video ad exchange/DSP/SSP

Top 10 YouTube Partner Channels by Unique Viewers

The December 2012 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 50.5 million viewers. Fullscreen climbed into the #2 position for the first time with 31.1 million viewers, followed by Maker Studios Inc. with 30 million, Warner Music with 26 million and Machinima with 26 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (68 minutes per viewer) followed by Maker Studios (44 minutes per viewer). VEVO streamed the greatest number of videos (565 million), followed by Machinima (503 million).

Top YouTube Partner Channels* Ranked by Unique Video Viewers
December 2012
Total U.S. – Home and Work Locations
Content Videos Only (Ad Videos Not Included)
Source: comScore Video Metrix
Property Total Unique Viewers (000) Videos (000) Minutes per Viewer
VEVO @ YouTube 50,485 564,531 37.9
Fullscreen @ YouTube 31,079 191,159 19.1
Maker Studios Inc. @ YouTube 30,013 362,971 43.6
Warner Music @ Youtube 26,025 141,622 18.1
Machinima @ YouTube 25,994 502,656 68.1
BroadbandTV @ YouTube 13,370 79,937 18.1
Collective Digital Studio @ YouTube 9,281 59,197 20.2
ygent @ YouTube 8,640 25,991 9.4
Alloy Digital @ YouTube 8,582 57,643 25.2
MOVIECLIPS @ YouTube 8,471 29,729 9.3

*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content

Other notable findings from December 2012 include:

  • 84.9 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 5.4 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 22.6 percent of all videos viewed and 1.9 percent of all minutes spent viewing video online.

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The Cross-Platform Report: A New Connected Community

According to the latest Nielsen Cross-Platform Report, Americans spent more than 34 hours per week in front of a TV set in Q2, 2012, where they watched traditional TV, DVDs and played games.  Most of the content from these activities was delivered to the TV set in a traditional manner– over broadcast, cable, satellite or telco connection– and a growing amount was delivered by Internet connection.  Americans also added another five hours in front of the computer screen using the Internet, or watching video content, and an increasing amount of time using smartphones this quarter.

Simultaneous Usage Continues to Grow as We Become More and More Connected

Tablets and smartphones are proving to be new, novel and potentially necessary utilities, aiding Americans in connecting with the people and content they desire.  These devices enable a new trans-generational community of connected consumers that crosses age, gender, race and ethnic lines to truly participate in the multitasking that used to be reserved for the young, or tech savvy elite.  Smartphones now have a market penetration greater than 50 percent, and tablets are already in nearly 20 percent of US TV homes.

While tablets and smartphones offer the freedom of mobility, close to 40 percent of Americans now use their tablets or smartphones while watching TV at least once a day, and twice as many do it at least once a month.  Modernity, in its new form, enables myriad content access points. It’s a fact of which Americans are taking full advantage. These devices are omnipresent, and not just among the youth.

Today, more than 39 percent of people use their smartphone at least once a day while watching TV, 62 percent say they do this multiple times a week and 84 percent do at least once a month.

Nielsen’s Tops of 2011: Advertising

From Volkswagen’s adorable Darth Vader-inspired Super Bowl spot to Purell’s memorable placement on The Big Bang Theory, Nielsen names the top advertisements and integrations of the year. The lists demonstrate that reality and scripted shows continued to find innovative ways to integrate brands into their broadcast primetime programming. The best liked ads reflect the enduring value of traditional ad elements that have withstood the test of time – strong creative, simple and engaging messaging, and a solid emotional connection.

Top 10 Most-Liked New Ads
Rank Title Ad Description (Seconds) Likability Index
1 Volkswagen Super Bowl: Passat — A little boy dressed as Darth Vader believes he used “the force” to turn on a car (:30) 231
2 Oreo Boy wakes up father at midnight for a Father’s Day treat (:15) 201
3 St. Jude’s Shaun White sits with kids, who wear wigs matching his hairstyle (:30) 191
4 Hallmark Recordable Storybook — Deployed soldier shares holidays with family when he flips through recorded storybook (:30) 190
5 Real California Milk Cow tells mom to change her “mom jeans” and show off her “bundt cake” (:30) 189
6 Doritos Super Bowl: A man licks snack crumbs off his coworker’s fingers (:30) 188
7 Target Boy in gecko costume uses sticky gecko hands to take all of the candy when trick-or-treating (:15) 187
8 M&M’s Pretzel — Candy and pretzel combo prefer to be eaten by attractive woman than man they call “Hungry Eyes” (:30) 186
9 Marie Callender’s & Reddi-Wip Boy is happy to sit at the adult table but returns to eat with the kids when they are served pie and whipped cream. (:30) 185
10 Pepsi Pop stars like Michael Jackson, Ray Charles, Britney Spears, Kanye West, and Mariah Carey perform and drink soda. (:30) 184
Source: NielsenData from January 1, 2011 – November 30, 2011. Broadcast Prime. Only new ad executions considered. The Likeability Score is the percentage of TV viewers who report to like “a lot” an ad they were exposed to during the normal course of viewing TV (among those recalling the brand of the ad). These scores are then indexed against the mean score for all new ads during the period (Likeability Index). 100 equals average.Read as: With a Likeability Index of 231 the top ranked Volkswagen ad has proven to be 131 percent better-liked than the average new commercial during the measured period.

Top 10 Most Remembered Branded Integrations – Dramas/Sitcoms
Rank Brand Branded Integration Description Program (Network/Air Date) Recall Index
1 Purell Sheldon uses hand sanitizer after he puts a live snake in a desk drawer. The Big Bang Theory (CBS, Oct 27) 271
2 Red Bull Tessa describes the official drink of suburbia; people drink it repeatedly. Suburgatory (ABC, Sep 28) 214
3 Milton Bradley Twister — Amy suggests that the group play the travel version of a game. The Big Bang Theory (CBS, Nov 17) 208
4 Ferrari Beckett drives a car after Castle explains that it is a high performance vehicle. Castle (ABC, Feb 7) 207
5 Subway Big Mike says that his kidnapping hasn’t been that bad because his kidnappers brought sandwiches. Chuck (NBC, Mar 21) 206
6 Wizards of the Coast Games Dungeons & Dragons — Wolowitz comments on the way that Sheldon plays a board game. The Big Bang Theory (CBS, Oct 6) 205
7 Rolex Laura comments on the price of a watch she purchased before she realizes it may have been stolen. Pan Am (ABC, Oct 30) 204
8 Snapple Waldon drinks a beverage while talking to Alan about his breakup. Two and a Half Men (CBS, Oct 17) 203
9 Hasbro Scrabble — Dick tells Susan that he’d rather play Scrabble than talk to her. Desperate Housewives (ABC, Jan 16) 200
10 Hasbro Monopoly — Penny wants to play a board game after getting home from a trip with Tom. Desperate Housewives (ABC, Oct 2) 199
Source: Nielsen
Data from January 1, 2011 – November 30, 2011. Broadcast Prime. The Recall Score is the percentage of television viewers who can recall within 24 hours the brand/product of a branded integration they were exposed to during the normal course of viewing Dramas/Sitcoms. These scores are then indexed against the mean score for all integrations occurring in this genre during the time period (Recall Index). 100 equals average.
Note: For this analysis, branded integrations were only considered if the occurrence had visual elements (i.e., was “seen” on-screen) or both visual and auditory elements (i.e., was both “seen” and “mentioned”). Only first-run episodes were considered. Both planned and incidental exposures were included.
Top 10 Primetime Programs with Product Placement Activity
Rank Program Network Total Number of Occurrences
1 American Idol FOX 577
2 The Biggest Loser NBC 533
3 The Celebrity Apprentice NBC 391
4 Dancing with the Stars ABC 390
5 The X Factor FOX 312
6 Extreme Makeover: Home Edition ABC 224
7 America’s Got Talent NBC 220
8 Friday Night Lights NBC 201
9 America’s Next Top Model CW 178
10 The Amazing Race: Unfinished Business CBS 161
Source: Nielsen
Data from January 1 – November 30, 2011. Primetime entertainment programming on five Broadcast networks (ABC, CBS, CW, FOX, and NBC). First-run episodes only. As a result of coding enhancements implemented in 2009, occurrence counts now reflect the total number of show segments in which a brand/product appears or is mentioned.