medianexis.
medianexis.
Subscribe

TVision: creators win YouTube share, studios win attention scores

MediaPost’s Wayne Friedman reports that TVision found creator channels like MrBeast draw 63% of YouTube sessions versus 38% for studio channels, but studio content scores higher on “eyes on screen” attention, 35% to 26%.

Why it matters. Buyers negotiating on volume alone miss that studio inventory still converts eyes-on-screen attention at a higher rate than bigger creator audiences.

Signal from mediapost.com · Wayne Friedman · read the original.

All gas. No brake. Free.

What’s happening, why it matters, who reported it, who followed, and how the story develops. Free with a reader account. Unsubscribe any time.

Continue free →

More from Measurement

All →

Despite Nielsen backlash, upfront deals still rest on its ratings

Inside Radio reports Ad Age estimates only high-single-digit percentages of this year’s upfront deals will use measurement alternatives like Innovid, VideoAmp or comScore, with most still priced on Nielsen’s age and gender demos.

Comcast: multiscreen TV ad campaigns double incremental ROAS

TV Tech’s Phil Kurz reports that Comcast found multiscreen TV ad campaigns deliver double the incremental return on ad spend compared to single-screen buys.

VAB: Nielsen undercounting cost TV $690 million in ad inventory

Inside Radio reports that the Video Advertising Bureau’s updated analysis found Nielsen’s out-of-home TV undercount, which ran from September 2020 to December 2021, erased 54 billion ad impressions worth an estimated 690 million dollars in unsold inventory.