Americans viewed more than 4.6 billion online video ads in October 2010, with Hulu delivering a record 1.1 billion video ad impressions during the month on the strength of fall TV viewership, according to comScore Video Metrix. Meanwhile, Google Sites maintained its position as the top online video property during the month, reaching a milestone of 2.0 billion video viewing sessions.
Among the top 10 online video properties, Hulu's October high was up 39.7% from the 793 million video ad impressions delivered a month earlier.
Tremor Media Video Network ranked second overall (and highest among video ad networks) with 533 million ad views, followed by ADAP.TV with 435 million and BrightRoll Video Network with 374 million.
Video ads reached 45% of the total US population in October, on average 34 times.
CWTV delivered the highest frequency of video ads to its viewers with an average of 50.8 during the month, while Hulu delivered 38.1. In September, however, Hulu delivered the highest frequency of video ads among networks overall, 27.1 on average.
The top video ad networks in terms of their actual reach delivered were ScanScout with 44.3%, Break Media with 42.0%, and BrightRoll Video Network with 41.9%.
Video ads accounted for 12.8% of all videos viewed and 1.2% of all minutes spent viewing video online.
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Top 10 Video Content Properties by Content Views
Some 175 million US Internet users—84.1% of the US Internet audience—viewed online videos in October for an average of 15.1 hours per viewer, and users watched more than 5.4 billion viewing sessions during the month.
Google Sites, driven primarily by video viewing at YouTube, was the top online video content property, attracting 146.3 million unique viewers. Google delivered 2.0 billion viewing sessions during the month with the average time spent per viewer at 272 minutes, or 4.5 hours.
Yahoo Sites was second with 53.8 million viewers (233 million viewing sessions), followed by Viacom Digital, jumping four positions from its September ranking with 52.9 million viewers (176 million sessions).
VEVO secured fourth place with 47.6 million viewers, closely followed by Facebook with 47.4 million.
The duration of the average online content video was 5.0 minutes, while the average online video ad was 0.4 minutes.
