1 Enders Report ‘Watching TV and Video in 2025’, here
2 The panel does not yet include mobile viewing, so any results are likely to be conservative.
3 Campaigns ran between July 2014 and June 2015, with between 100 and 1000 TV target audience ratings and at least 55% of ratings in peak time (indicating that they were brand campaigns focused on delivering reach, rather than mainly daytime campaigns focused on delivering response). Over £0.5bn in UK TV dvertising spend was under consideration, with the distribution of spend across industry verticals matching the distribution for all TV campaigns during the time period which had at least 55% ratings in peak time. The analysis was run to optimise the number of people in the target audience who would have seen the ad at least once (“1+ reach”) across TV and YouTube, without changing the campaign budget.
4 Large campaigns were counted as those with between 600 and 1000 TV ratings.
5 The average budget shares include the 5% of campaigns targeting 16-34 women and 11% of campaigns targeting 16-34 men for which the recommended budget share for YouTube was zero.
6 UK Google Preferred Brand Lift Analysis, June 2015
7 Meta-analysis of YouTube & TV research studies: by Google in conjunction with Ipsos & GfK, Aug 15
8 The study used the IAB standard definition of viewability, where 50% of an ad’s pixels visible on screen for at least two consecutive seconds counts as a viewable.