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comScore launches online measurement service for video

By Andrew Redfern @ 10th April 2008 1:08 pm

comScore, Inc. (NASDAQ: SCOR), today announced the availability of comScore Video Metrix in four new markets: the U.K., France, Germany and Canada.

“Recent years have seen an explosion in online video viewing, not just in the U.S. but globally, representing a robust online advertising opportunity for marketers,” said Jack Flanagan, executive vice president of comScore.

“With comScore Video Metrix, marketers will be able to better plan advertising to a highly-engaged, but often elusive audience, that typically spends less time with traditional media.”

Of the five countries currently reported by comScore Video Metrix, online video had the highest reach in Canada, where 19 million viewers viewed a video online in December, representing 89 percent of the total online population age 15 and older.

The U.K. was next with an 87 percent reach, followed by France with an 84 percent reach and Germany with an 81 percent reach. Penetration was slightly lower in the U.S., where online video reached 78 percent of the total online population.

Canada’s online video audience also viewed more videos than any of the other reported countries, averaging 112 videos per viewer for the month of December, followed by the U.K. with 108 videos per viewer, Germany with 92 videos per viewer, and France with 89 videos per viewer. Again, U.S. activity was slightly lower, averaging 77 videos per viewer in December.

Google Sites lead all!
Driven largely by video viewership at YouTube.com, Google Sites led as the most popular online video destination in all reported countries.

However, beyond this there were strong performances from key local players, with BBC Sites ranked second in the U.K., DailyMotion.com ranked second in France, and Vivendi ranked second in Germany. Microsoft Sites was amongst the top 5 ranked video sites in the U.S., U.K. and Canada, but not in France and Germany.

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