IAB US: A Comprehensive Picture of Digital Video and TV Advertising

Viewing Patterns and Implications
•While TV maintains its audience with only slight erosion, digital video usage continues to grow in time spent and videos streamed.
•The lightest TV viewers stream more than twice as much as the heaviest TV viewers do (more than 7 hours per month spent on streaming video vs 3 hours).
•More women stream online video than men, but men spend more time viewing and watch more streams. The exception is long form videos, of which women stream more than men.

To benchmarkhow moving dollars from TV ad budgets to digital media* affects reach and costs, the study examined 18 real TV schedules across key advertiser verticals. Categories include CPG (specifically HBA, Food, and Beverage), Technology, Automotive, Retail, Finance and Telecom. Analyses were done on aggregated schedules for CPG and also for the non CPG verticals.

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