55%

of TV advertising time is not paid attention to due to multitasking, switching channels, and fast-forwarding.

Google/Ipsos, YouTube and TV Attention in Home Research, U.S., 2,953 ads observed, n=86 TV viewers and n=87 YouTube viewers aged 18–54, 2016.

Appears In

Ad attention research: Effectiveness hinges on more than just reach

Related Data

Watch time of YouTube on television screens alone tops over 250 million hours per day.
YouTube Internal Data

3 X

Video viewers said relating to their passions is 3X more important than content featuring famous actors.
Google/OMG

1.6 X

Video viewers said relating to their passions is 1.6X more important than content with high production quality.
Google/OMG

YouTube leads reach among ad-supported OTT services with 68% reach.
Comscore OTT Intelligence and Custom Reporting

YouTube, with a monthly viewership reach of 50%, is No. 2 in reach among all OTT services.
Comscore OTT Intelligence and Custom Reporting

YouTube’s 41% share leads watch time among ad-supported OTT services.
Comscore OTT Intelligence and Custom Reporting