Yet web video is expected to take $4.12 billion in ad dollars in
2013 according to eMarketer, nearly 6% of the total ad dollars
allocated to video on TV and the web, meaning the web is
over-indexing when it comes to the $70.46 advertisers are expected
to invest in combined TV and video this year.
Mr. Wieser's analysis looked at a set of key Nielsen findings including
the number of people consuming video content online and those
consuming it on television. It also looked at the average amount of
time Americans spend on each medium. Nielsen found that over 282
million Americans watch an average of over 146 hours of television
each month, or just under five hours each day per person. But, when
it comes to desktops, only 146 million watch video there, and they
spend a grand total of just six and a half hours doing so each
The numbers do not include tablet video consumption, which Mr.
Wieser states "should add significantly to this amount." And, the
figures are being put forth by Nielsen which, it should be noted,
has an interest in seeing robust television performance given its
reliance medium for business. Still, the numbers are likely
troubling to those counting on an uptick in video consumption time
Dave Morgan, an ad-tech entrepreneur who left the online
advertising industry to pursue opportunities in television, told Ad
Age the sustained dominance of television is no surprise to him,
and a reason he left for TV in the first place. "This is a bet I
made,' Mr. Morgan said. "I didn't believe that viewing behavior was
going to leak away from the TV set."
Yet video ad budgets are fast-growing as advertisers look for
ways to reach young people who aren't watching the tube. eMarketer expects a 39% increase in
advertiser spend on digital video in 2014, compared to a 3.3%
increase in traditional TV spending.
But Mr. Wieser concludes that Facebook and Google will need to focus on
non-TV budgets to "generate the growth that many investors expect
from their online video initiatives."
Mr. Wieser noted that trends over time are hard to measure given
a processing error in Nielsen's 2012 data that makes year-to-year
comparisons difficult. But, he told Ad Age, since he started
tracking the same data points in 2006, the needle has moved very