Tuesday, November 12, 2013, 11:27 AM ET|Posted by Will Richmond
It turns out that football not only drives audience spikes on TV, but also online video advertising and engagement across devices. That's according to Adap.tv which this morning released select data from its video ad marketplace. Adap.tv has found that football has driven an overall 81% increase in video ad opportunities, with a 127% bump in smartphone video ads, 120% on desktops and 22% on tablets.
Beyond the growth in ad inventory, viewers appear more engaged as well. Completion rates are up 9.4% and clicks are up by 90%. No surprise the increased engagement tracks very closely to when games are on, though it does vary by device. As the below infographic shows, the biggest jumps in clicks occurred on Mondays (tablets), Sundays (desktop) and Thursdays (smartphones).
Adap.tv's data covers the period from mid-August to late September.
Video Research Around the Web
- Netflix Extends Lead in U.K. Amid Boom in Subscription Streaming Services Variety
- YouTube Videos Featuring Young Children Get Triple The Views Of Videos That Don’t (Study) Tubefilter
- Roku and Amazon Now Control Nearly 70% of U.S. Streaming Media Player Market Multichannel News
- Americans Want to Pay $21 for All Their Streaming Services Combined, Poll Finds The Hollywood Reporter
- TV Long View: The Mind-Blowing Amount of Time Americans Spend Watching TV The Hollywood Reporter
- Targeted Video Ads Jump 48% In 1st Quarter: Freewheel B&C
- Roku Commands 15% Of All Media Streaming Devices Mediapost
- Cord-Cutters Show Interest in Discovery Channel: Survey Multichannel News