The document summarizes findings from a study on online video viewing and TV advertising conducted by Nielsen. Some key findings include:
- Online video usage continues to grow in time spent and videos streamed while TV viewing has remained relatively flat. Younger viewers and lighter TV viewers spend more time watching online video.
- Reallocating a portion of TV ad budgets to digital media can increase total reach for the same spending. Shifting 15% of budgets led to a 4% increase in reach on average across different advertiser categories. Online video ads also demonstrated higher brand effectiveness than TV ads on various metrics like recall and likeability.