Interesting nuggets from online video study
Cory Bergman September 27th, 2007
NBCU and Veoh introduced some useful stats during the Carat Digital Exchange:
<> Most of NBC.com’s video viewing is at night, but there’s also a bump at lunchtime
<> 48% of people who used NBC Rewind on NBC.com watched Heroes
<> 35% sampled Heroes for the first time, and 96% of them continued to watch the show either on TV or online
<> Veoh said click rates for personalized recommended clips are 2.4% compared to .3% for generic clips
That last point is a biggie. Most TV sites don’t offer recommended clips that are contextually related to the clip that was just played, but the upside is clearly substantial.
6 Comments Add your own
1. discreet_chaos | September 27th, 2007 at 12:13 pm
As I’ve said in the past, I’m one of those who watched “Heroes” via NBC[dot]com and hopefully ‘ll be able to the same this season, once Kiefer starts and he becomes “must see tv”.
Otherwise, the article talks about hown NBC divides their content into six chapter segments. I don’t know if MediaPost used that number for any math, but the half hours are divided into quarters, so when I’ve watched “30 Rock” on the website, it’s only had three commercial breaks.
2. Jared Turner | September 27th, 2007 at 12:18 pm
Not surprising stats. A lot of TV series these days are just one very, very long movie. (Alias, Heroes) rather than once-a-week shows like CSI. More could probably be made of that.
My point is that I heard people talking about how great Heroes was, but not until mid-season. I didn’t start watching becuase I didn’t want to jump on board in the middle of the story.
After the 1st season ended I heard you could watch the entire episide online, so I did.
I have seen every show, but never once watched Heroes on TV - including this week’s season premiere.
Even though the ads were annoying, I’m not going to forget that Nissan Rogue. I can’t remember one commercial in any other show.
I think NBC hit this online thing right on the head.
3. discreet_chaos | September 27th, 2007 at 2:36 pm
Jared - It isn’t NBC, but last week, The CW had a Victoria Secret spot in every break and though it was also very repetitive, I kinda wish the screen didn’t shrink when it showed.
4. Anonymous | September 27th, 2007 at 2:44 pm
Hm, I wonder how much the serial vs. episodic decision is affected by the Internet. Although, rather than watch 13 episodes at once to catch up, I’d prefer to watch a Cliff’s Notes edition online.
5. Dan | September 27th, 2007 at 10:19 pm
Unless these services allow you to download and save
a show to watch where and when you want, they will
not have a big impact. This is not an “in pattern” world
anymore. But broadcasters would like to forget
about the reality of TIVO and iTunes and just stream stuff.
Good luck.
Dan
6. Anon | September 28th, 2007 at 9:10 am
You can already go to NBC.com and watch a two min. recap. of all of their shows (I believe its most if not all).
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