Cabletelevision Advertising Bureau: TV the best video choice for advertisers
While more people are choosing to watch video online, multiscreen TV content still garners the most attention according to a study released by the Cabletelevision Advertising Bureau (CAB).
The study shows that the American public spends just as much time perusing TV-based websites as they do watching video on non-video portals.
When it comes to advertising, the average American consumer spends 175 hours monthly watching ad-supported TV, Youtube, Facebook, and four other online video portals.
It seems that programmers have caught onto this. Most of the money spent outside of traditional TV programming is spent on TV-style programming for the internet. This includes content on sites like Netflix and Hulu.
According to CAB's chief executive, Sean Cunningham, advertisers forget what a useful resource TV video can be.
“The ad industry has been distracted into paying less attention to what consumers are focusing the bulk of their attention on,” he said in a statement. “Consumers are clearly focused on multi-screen TV content – professionally produced, ad-worthy content with a mass audience and infinite targeting opportunities," he stated.
In a conversation with The Drum, Cunningham stressed that the value of TV video is in the “commitment” viewers feel to a product.
If anything, he said, video was helpful to both advertisers and consumers.
“Among this sea of information, video can be very valuable. It cuts straight to the chase,” he continued. “It is like a preconditioned place to make a pitch and send a message.”
Still, when a direct comparison was made between TV and YouTube, it was found that Americans spend 95 per cent of their video-viewing time on television.