You are currently browsing the daily archive for 06/03/2009.
by Peter Kafka
A new salvo from the “TV isn’t dead, it’s bigger than ever” crowd: Another study that argues that given the choice, most people spend most of their time with their eyes glued to their TV sets, not their laptops.
Last month, we saw a Nielsen study that reached this conclusion. Now comes, um, another study funded by Nielsen, but conducted by a different group, which says more or less the same thing. The difference: Rather than asking consumers how they spend their video time, researchers actually followed them around their house and watched them watch video.
It’s easy to focus on all the great growth stories and traffic increases reported by online video companies, but a report released Tuesday says online video viewing stats just don’t add up. The Nielsen-funded Council for Research Excellence’s “Video Consumer Mapping Study” concludes online video usage is “dramatically overstated,” and it found people tend to overestimate their mobile and online video consumption while doing the exact opposite when it comes to their TV viewing habits.
The researchers observed the media viewing habits of 476 people 18 and older and found that, on average, the participants only watched about two minutes of online video per day, or one hour a month. That is about a third of the amount of average online video viewing reported recently by Nielsen Online and comScore. The report did find that younger age groups watch significantly more online video–18- to 24-year-old viewers watched six minutes of video a day, and 25- to 34-year-old viewers watched four minutes of video, on average–but those stats still don’t add up to the lofty usage rates usually attributed to the medium.
The amount of time Americans spend watching online video is vastly overstated, according to the findings of some highly regarded research made public Tuesday. The disclosure, which is likely one of the more controversial findings being mined from an ambitious piece of academic research that actually observed how people spend their time consuming media, was made during one of a series of so-called “collaborative alliance” meetings hosted by Havas media shop MPG for the advertising and media industry in New York.
by Joe Mandese (from Mediapost’s Online Media Daily)
The amount of time Americans spend watching online video is vastly overstated, according to the findings of some highly regarded research made public Tuesday. The disclosure, which is likely one of the more controversial findings being mined from an ambitious piece of academic research that actually observed how people spend their time consuming media, was made during one of a series of so-called “collaborative alliance” meetings hosted by Havas media shop MPG for the advertising and media industry in New York.
“This may be the first study to document the dramatic overstatement of online video and mobile video,” said Jim Spaeth, one of the founders of Sequent Partners, which collaborated with Ball State University’s Center for Media Design on the Video Consumer Mapping Study on behalf of the Nielsen-funded Council for Research Excellence. The project, which cost $3.5 million to field, directly observed how people spent their day using media, found that while growing rapidly, online video and mobile video still account for a small fraction of the amount of time Americans spend watching all forms of video content, including live TV programming, time-shifted television, DVDs, video games, etc.
by Frederic Lardinois
A new report (PDF) from the Council for Research Excellence functions as a good reminder to those of us who spend a lot of time on the web that we can often have a rather skewed view of how the rest of the world consumes media. If you are reading this, there is probably a good chance that you watch a lot of video online, or that you record your TV shows on your DVR and fast-forward through ads.
by E&P Staff
NEW YORK – People barely spend time watching online videos, according to a new study on behalf of Nielsen’s Council for Research Excellence.
Those surveyed by Sequent Partners and Ball State University’s Center for Media Design spent less than 1% of their day watching online video.
The findings were revealed on Tuesday at a meeting hosted by media agency MPG in New York, reported Joe Mandese of MediaPost.
Read the rest of this entry »
So says a new study done on behalf of Nielsen’s Council for Research Excellence
by E&P Staff
NEW YORK – Consumers barely spend any time watching online videos, according to a new study on behalf of Nielsen’s Council for Research Excellence.
Those surveyed by Sequent Partners and Ball State University’s Center for Media Design spent less than 1 percent of their day watching online video.
The findings were revealed on Tuesday at a meeting hosted by media agency MPG in New York. “This may be the first study to document the dramatic overstatement of online video and mobile video,” Jim Spaeth, a founder of Sequent, told MediaPost.
Read the rest of this entry »
Editor and Publisher staff report
NEW YORK — People barely spend time watching online videos, according to a new study on behalf of Nielsen’s Council for Research Excellence.
Those surveyed by Sequent Partners and Ball State University’s Center for Media Design spent less than 1% of their day watching online video.
The findings were revealed on Tuesday at a meeting hosted by media agency MPG in New York, reported Joe Mandese of MediaPost.
Read the rest of this entry »
by Andy Myers
A case study presented at Tuesday’s Collaborative Alliance in Manhattan carried the subtitle, “A Directional Work in Progress,” and it struck me that that could describe the state of the Interactive TV industry today: a work in progress.
The goals for advertisers, agencies and distribution platforms are clear: precise addressability (targeting the right consumers); true interactivity and engagement of those prospective consumers; and accurate measurement of the effectiveness of campaigns. But knowing the challenges and solving them are two very different things.
Mediapost’s Online Media Daily
by Joe Mandese
The amount of time Americans spend watching online video is vastly overstated, according to the findings of some highly regarded research made public Tuesday. The disclosure, which is likely one of the more controversial findings being mined from an ambitious piece of academic research that actually observed how people spend their time consuming media, was made during one of a series of so-called “collaborative alliance” meetings hosted by Havas media shop MPG for the advertising and media industry in New York.
“This may be the first study to document the dramatic overstatement of online video and mobile video,” said Jim Spaeth, one of the founders of Sequent Partners, which collaborated with Ball State University’s Center for Media Design on the Video Consumer Mapping Study on behalf of the Nielsen-funded Council for Research Excellence. The project, which cost $3.5 million to field, directly observed how people spent their day using media, found that while growing rapidly, online video and mobile video still account for a small fraction of the amount of time Americans spend watching all forms of video content, including live TV programming, time-shifted television, DVDs, video games, etc.
Insight and Research | In the News 