83% of Live Streaming Video Ad Views Come from Sports

Traditional TV programmers and distributors continue to gain share and business from online video advertising. A new report from Comcast‰Ûªs 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.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.