83% of Live Streaming Video Ad Views Come from Sports

BY Courtney Huckabay
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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.