Americans viewed 5.9 billion video ads in December, with Hulu generating the highest number of video ad impressions at more than 1.2 billion, according to Friday’s release of the comScore Video Metrix.
Tremor Media Video Network ranked second overall (and highest among video ad networks) with 1.0 billion ad views, followed by ADAP.TV (682 million) and BrightRoll Video Network (588 million). Video ads reached 49 percent of the total U.S. population an average of 39.8 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 47.1 over the course of the month.
The top video ad networks in terms of their potential reach of the total U.S. population were Tremor Media at 51.4 percent, BrightRoll Video Network at 40.6 percent and Break Media at 39.7 percent. Nearly 85 percent (84.6) of the U.S. Internet audience viewed online video in the month of December.
Google Sites, driven primarily by video viewing at YouTube, ranked as the top online video content property in December with 144.8 million unique viewers, followed by Yahoo! Sites with 53.1 million viewers.
The duration of the average online content video was 5.0 minutes, while the average online video ad was 0.4 minutes. Video ads accounted for 16.4 percent of all videos viewed and 1.6 percent of all minutes spent viewing video online.
An estimated 172 million U.S. Internet users watched online video content in December for an average of 14.6 hours per viewer. The total U.S. Internet audience engaged in nearly 5.2 billion viewing sessions during the course of the month.