Hulu once again destroyed the competition in video ads viewed for the month of November, leaving runner-up Tremor Media trailing 675 million views in the dust, according to data released today from the comScore Video Metrix service.
comScore’s November 2010 U.S. Online Video Rankings showed that 172 million U.S. internet users watched online video in November, and engaged in nearly 5.2 billion viewing sessions.
It was no surprise that Google Sites, driven primarily by viewers on YouTube, ranked as the top video content property by a large margin, with 145.8 million unique viewers and nearly 2 billion viewing sessions. Top ten sites in descending order were Google, Yahoo!, VEVO, AOL, Viacom Digital, Facebook, Microsoft, Fox Interactive Media, NBC Universal, and Turner Digital.
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More than 5.4 billion ads were watched, with Hulu at 1.1 billion, followed by Tremor Media at 477 million, ADAP.TV at 446 million, and Microsoft at 427 million views. Video ads were defined as “streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads, homepage ads, etc.”
Video ads reached nearly 50 percent of the total U.S. population an average of 36.8 times during the month, with CWTV.com delivering the highest frequency after recently starting to run full ad-loads like they do on television.
Other notable findings: 84.2 percent of the U.S. internet audience viewed online video, the average video was a little over 5 minutes, and the average ad was a little under 30 seconds.