'SNL' Palin Skits: Seen More on Web Than TV

More Than Half the Audience Watched Online

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LOS ANGELES (AdAge.com) -- More than half of the viewers for "Saturday Night Live's" recent skits featuring Tina Fey as Sarah Palin watched the sketches on the web as of Sept. 29, according to a survey conducted by Solutions Research Group.
Tina Fey as Sarah Palin.
Tina Fey as Sarah Palin. Credit: NBC

About 51% of viewers who have seen at least one of the skits are watching on the internet, indicating that viewing preferences for this type of content are shifting toward the computer.

About 23% of all views came from YouTube, including video of other talk shows that showed clips of the skit, with 17% of views attributed to NBC.com and 4% to Hulu.com

"When something viral hits the social networks people clearly first go to YouTube to search and take it from there," said Kaan Yigit, analyst with SRG.

In addition to informing public perception on the election, the sketches are increasing awareness of Hulu.com as a video destination. About 25% of online Americans are now aware of Hulu, up from 15% in July.

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Daisy Whitney writes for TV Week.
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