Fresh Stats on TV Habits and Video Ads


Earlier this week we rounded up somewhat conflicting studies about online video’s effect on television, asking “where’s the beef?” Well, before the week is out, we already have some more data to play with, addressing kids’ TV habits. If you’re ready for a new topic, check out the second two bits, which cover new data about video ads.

TV spending as much quality time with the kids as it did last year: Now, the word is kids are watching just as much television as they were last year, according to a report by Magna Global analyzing Nielsen Media Research data, as covered in MediaWeek. That’s contrary to assumptions that the internet was distracting kids from the time they would have spent plopped in front of the tube. In fact, kids are watching a bit less broadcast, and a bit more cable, but it evens out.

Local TV outlets making dough online: Online revenue collected by local television outlets was up 41 percent in 2006 to $399 million, said the Television Bureau of Advertising this week. A report sponsored by the group and conducted by Borrell Associates estimated revenues would reach $619 million by the end of this year. Seventy-two percent of TV station web sites sell video ads on their sites, driving them to a larger share of total local online advertising, though it’s still small as compared to newspapers (7 percent versus 36 percent, respectively).

Video ads on gaming sites are most enticing: Get your grains of salt ready. The last bit was sponsored by a not-for-profit trade association, but here’s an online advertising study sponsored by the most definitely for-profit and conducted by research firm InsightExpress. They report 66 percent of web users view streaming video once a week. Ninety-four percent of respondents to their survey said they’d rather see an ad with their online video than pay a fee. The study also attested click-through rates for video ads are highest for gaming sites, at .87 percent, followed by career sites, with .71 percent, and auto sites with .63 percent.



What I’ve never understood about such TV vs Internet studies is why are they mutually exclusive? It’s not like there are that many people who access the internet via their TV. If somebody is sitting on the couch with the laptop on the lap and the TV on, what does that count as?

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