Hulu Has Half the Ad Load of TV, Twice as Effective

Hulu delivered 962+ million video ads in the month of July according to comScore’s latest Video Metrix. That’s down 4% from the online destination for premium on-demand movie, television, and online original programming’s June numbers, but still a good 42% above its next closest competitor.

Over the past year or so, Hulu has also consistently delivered one video ad for every four-and-a-half to five-and-a-half minutes of viewed content. During those ad breaks, Hulu will deliver a total of about three-and-a-half minutes of advertising throughout a 22-minute television program. Vice President of National Sales at Hulu Kevn McGurn says that’s less than half the customary eight-minute ad load viewers have to endure when watching the same program on TV. And here’s the kicker, McGurn says the ads you watch on Hulu are twice as effective.

Those tidbits come out of a recent interview between McGurn and Beet.TV. McGurn also notes Hulu is still on pace to make over a half-billion dollars in revenue for 2011. The cursory insights into Hulu’s ad load and efficacy come during the same week Hulu’s suitors’ bids are due. The company is expected to sell for somewhere in the range of $500 to $2 billion.