BY Courtney Huckabay
Traditional TV programmers and distributors continue to gain share and business from online video advertising. A new report from ComcastÛªs video ad management company, FreeWheel, says "authenticated" viewing from MultiVideo Program Distributors now accounts for 57% of all long-form and live viewing for the first quarter of 2015, versus the period a year before.
"FreeWheel says this viewing is up more than threefold versus a year ago. Authenticated viewing refers to traditional TV programmers/distributor efforts around TV Everywhere — where users need to have a traditional monthly pay TV video service from a cable, satellite or telco operator to access mobile/Internet apps," Wayne Friedman wrote in MediaDailyNews.
FreeWheel noted that online video advertising views are up 43% and video views are 40% higher, year-over-year. Overall, long-form on-demand and live programming are 50% and 140% higher, respectively, according to TV Benefits From Online Video Ads.
"Traditional TV programmers/distributors dominate those digital-only Internet publishers when it comes to live programming and long-form programming — two areas that pull in premium-priced digital video advertising."
"Digital pure-play publishers' video ad views are 80% short-form of all their content; 9% long-form and 3% live. Traditional TV-video programmers supply get 35% of their video ad view from long-form, 33% from short-form and 25% from live."
FreeWheel says that 83% of live streaming video ad views come from sports, 11% news and 7% entertainment content. With regard to on-demand: 23% of video ad views are from documentary/reality content; 18% scripted drama; 17% music/trailers; 13% news; 13% sports; 10% comedy and 5% other.
With so many ad views coming from sports watchers, you should know more about this audience! According to AudienceSCAN, 32% of adults are TV Sports Watchers. And it's not a boys-only club: 28% of watchers are women. They are 11% more likely than average to be older than 65. 25.5% of this audience utilizes Smart TV technology. They are 122% more likely than average to have watched a live sporting event on their mobile devices. Another 13% watched videos from local television websites via their websites or apps.
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.