According to Yahoo!, chocolate and candy sales have hit $324 million so far this Halloween season, which is an increase of 48% compared to the same time period in 2020 — and a rise of 59.8% since 2019. When it comes to social video marketing around Halloween, candy consumers aren’t necessarily consuming Halloween-related content. And while trick-or-treating is typically reserved for kids, we all know who is purchasing the bags of miniature-sized goodies… moms. 

So, how can candy makers reach consumers on social video? 

We used Tubular insights to find out.

What content are they watching? 

First, let’s talk about what they’re not watching. People who watch Halloween-themed content were most likely to buy anime movies, horror movies, gaming controllers, and costumes. Candy? Not so much. 

While candy makers targeting spooky content won’t hurt, it probably won’t extend reach to new customers. Just because there’s an apparent correlation between video content and product doesn’t mean eCommerce behaviors are aligned. 

So, what type of content are candy consumers watching on social video? Tubular’s Consumer Insights data tells us that those who watched videos about cereal, cider, department stores, and Halloween decorating are 6x more likely to buy candy online in October.

Where are they watching? 

In October, properties that drove the most candy sales were Comcast, NBC, Viacom, and Warner Media. While kids might be running from house to house dressed as Elsa and Thor, their parents hold the wallet.  As far as creators go, The Food Network’s channel specifically contributed to the most candy shopping overall. No surprise, Starburst partnered with a similar digital-first food creator, Tasty. Food Network viewers are also 40.6x more likely to watch Tasty content than average YouTube viewers. Similarly, Skittles partners with food creator First We Feast; our data shows that 37% of their audience overlaps with Food Network. Starbursts Partners with HGTV whose audience is 58x more likely to watch Food Network. 

In this Food Network recipe video, Ree Drummond makes a Halloween Dirt Cup filled with pudding and topped with an assortment of spooky and chocolatey candy. 

The use of candy in the recipe would incentivize people to make a purchase. However, the correlation between The Food Network and October candy sales has more to do with the viewer demographic. According to Tubular’s Intelligence platform, the vast majority of Food Network’s viewers are females 24-44, which could be classified as homemakers; and who’s stocking up miniature candies for eager trick-or-treaters come October 31st? That’s right… homemakers. 

Our insights into eCommerce behaviors tell us that Halloween candy marketing shouldn’t always target Halloween-related content. In the same way, brands shouldn’t only partner with an influencer based on their followers because non-traditional influencers might have higher eCommerce power. 

Understand where culture is today, and where it’s headed tomorrow. If you’d like to learn more about how Tubular can optimize your social video strategy, reach out here. 

We hope you have a happy and safe Halloween weekend! 

The post Record-Breaking Candy Sales: The Social Video Story appeared first on Tubular Labs.

In a new report from the Global Video Measurement Alliance (GVMA), “Discovering Audiences on Social Video,” industry analyst and Alliance member Howard Shimmel breaks down the challenges traditional linear TV is facing and how TV advertising can work in conjunction with social video to drive increased awareness and audience growth.

For example, Shimmel notes that linear TV has seen a decline in viewership across all demographics except ages 65+ since 2010. More than 60% of linear TV’s audience is 55 and older, while only 8% of linear consumption comes from ages 18-34.

However, Shimmel argues this is where social video can alleviate this disparity between demographics in TV. If advertisers, brands, and media companies want to reach younger audiences, they only need to look at social video, where 53% of social video consumption comes from the 18-34 demographic.

In order to realize the value of these audiences, the industry needs a standard form of measurement like Tubular Audience Ratings to show exactly who’s watching and where. Then, media companies can make smarter, more informed decisions about content investment, while brands and advertisers have a greater opportunity to reach young audiences outside of linear. 

To read the full report, head over to the GVMA site and…

The post How Brands and Media Companies Can Leverage Social Video to Reach Non-Linear Audiences appeared first on Tubular Labs.

This year is different than previous ones, though. For the first time ever, winners have been selected not based on views, but based on the Tubular Audience Ratings metric of de-duplicated unique viewership across both YouTube and Facebook.

Here’s an overview of some of the categories and their winners:

Top Global Media Properties

The Walt Disney Company earned the #1 spot for top global media property thanks to 644M monthly average unique viewers from February-December 2020. 

Its host of properties across multiple genres, such as ABC News and SportsCenter, helped it reach this position, as well as giving the media giant 14 different Tubular Awards across a variety of categories.

Second place winner TheSoul Publishing secured its spot with a more specialized approach. TheSoul Publishing’s watchtime mainly came from just two genres (Entertainment and Home & DIY), helping the property reach U.S. female millennials at a large scale in particular. 

Likewise, #3 winner WarnerMedia put efforts into entertaining its audiences; more than 70% of time spent on the company’s content was on Entertainment content for both kids and adults.

Several of WarnerMedia’s properties landed in the top five or top 10 for genres like Sports and News, earning it eight overall Tubular Awards.

Top International Media Properties

A quick glance at the top media properties in the UK, France, and Germany by unique global viewership shows all types of media properties dominated the leaderboards.

The ten winners in the UK ranged from traditional Broadcast, Cable, Film, & Radio publishers to Magazines & Newspapers publishers to digital-first creators. The BBC claimed #1 for UK publishers reaching the biggest average monthly global audience at 306M.

The winning French media properties were split fairly evenly between broadcasters and digital-first, while the majority of the German media winners were traditional broadcasters.

Food-based media creator Chefclub landed at #1 in France thanks to 112M average monthly unique viewers, while digital-first publisher Media Partisans GmbH was first in Germany with 148M average monthly unique viewers globally. 

Top Creators by Genre

This year’s Awards also looked at the top creators for four categories by average monthly U.S. viewers: Entertainment, Sports, Kids Entertainment & Animation, and News & Politics. Let’s take a look at the first two categories below.

In Entertainment, the top ten winners included digital-first creators like LADbible and BuzzFeed Video, to TV hosts like Ellen DeGeneres and Jimmy Fallon. U.S. audiences also showed a penchant for feel-good comedy content in 2020, with creators America’s Funniest Home Videos and Funniest Family Moments landing in the top ten.

As for sports, five of the top ten creators hailed from sports leagues or organizations: WWE, UFC, NFL, NBA, and MLB. Digital-first creators such as Barstool Sports, Bleacher Report, and House of Bounce claimed top spots next to traditional sports channels like SportsCenter and ESPN.

You can find the winners for the other categories by grabbing the full list here.

Top Media Creators by Audience Reach

Finally, our Awards selected the top media creators based on which key audience demographics they were able to reach.

For example, creators in categories such as Film & Movies, Music, Gaming, and Sports succeeded most at reaching males aged 13-24 in the U.S. in 2020. The Movieclips channel, for example, earned an average of 14.1M U.S. monthly unique viewers in this age group to land it the #1 spot, while WorldStar Hip Hop came in second with 11M average monthly unique viewers.

Food, crafts/DIY, kids’ content, music, and media creators were most popular with females aged 13-24. Tasty landed at #1 with an average of 9.4M unique viewers in this age group, and 5-Minute Crafts reached this demographic the most in second place with 8.5M average monthly unique viewers in the U.S.

Curious to see the rest of the winners not covered here?

The post The Fifth Annual Tubular Awards: Celebrating the Social Video Winners of 2020 appeared first on Tubular Labs.

In just a few days, we’ll announce which companies won, but this year is a little different! For the first time ever, winners will be based not on views, but on the Tubular Audience Ratings metrics of unique viewership and audience reach.

After all, this is the only awards show where billions decide!

For now, check out the 15 categories covered by this year’s Awards:

Media Companies

• Top Global Media Properties by Global Audience
• Top Broadcast, Cable, TV, Radio Properties by U.S. Audience
• Top Digital-First Properties by U.S. Audience
• Top Magazines & Newspapers Properties by U.S. Audience

International Media Properties

• Top French-Based Media Properties by Global Audience
• Top German-Based Media Properties by Global Audience
• Top UK-Based Media Properties by Global Audience

Media Creators by Genre

• Top Entertainment Creators by U.S. Audience
• Top Sports Creators by U.S. Audience
• Top Kids Entertainment & Animation Creators by U.S. Audience
• Top News Creators by U.S. Audience

Media Creators by Audience Reach

• Top Media creators by U.S. Male 13-24 Audience
• Top Media creators by U.S. Female 13-24 Audience
• Top Media creators by U.S. Male 25-44 Audience
• Top Media creators by U.S. Female 25-44 Audience

Come back in a few days to see the winners for each of these categories! 

Until then, you can learn more about Tubular Audience Ratings here:

The post Tubular Awards Sneak Peak: Celebrating 2020’s Social Video Winners appeared first on Tubular Labs.

That’s all changed with Tubular Audience Ratings, which provides de-duplicated, cross-platform measurement for metrics like audience demographics, unique viewers, watch time, and more.

In our recent product webinar about these Ratings, we showed how advertisers can finally partner with media companies to reach the right audiences, and how media companies can position against competitors and prove the value of their audiences.

Here’s a quick rundown of the key points! 

How Advertisers Can Discover the Right Media Companies to Work With

As an advertiser, one of your primary goals is to partner with media companies who boast the right audience for your advertising and brand awareness needs. 

Tubular Audience Ratings helps you pinpoint these exact companies. With these metrics, advertisers can now search for and partner with the most engaging creators in their industry by demographic and minutes watched. 

Example: You’re an advertiser at Toyota. You’re tasked with reaching more young women in the U.S. with your next ad campaign to build brand awareness before these drivers get their first cars.

You need to find the best match across media creators in the auto and racing spaces who have high engagement and watch times. 

Using Creator Audience Ratings, you narrow down your top choice to Donut Media, which boasts the highest minutes watched per unique U.S. female viewer aged 13-24 at almost 40 minutes per viewer.

Donut Media’s channel has also increased its overall minutes watched by unique viewers fairly consistently, showing a more engaged female audience.

How Media Companies Can Prove Audience Value and Reach to Advertisers

As a media company, it’s vital you prove your audience’s value to advertisers. When you can prove a large audience reach or even a strong presence in a particular demographic, you can make stronger claims and win more RFPs.

Highlighting your top metrics can also help you position yourself against competitors and land more deals.

The more you can prove you efficiently reach key demographics, earn high views and engagement, and continue to grow your channel(s), the more likely you are to convince advertisers to work with you instead of a competitor.

Example: You’re a media seller at Group Nine Media. You need to convince advertisers at your next meeting that you’re the right company to partner with to help them reach new audiences.

Using Property Audience Ratings, you can select audience regions and categories you know you’re strong in.

The resulting data shows that your property The Dodo is #1 by minutes watched for the pets category, is steadily growing by unique viewers, and has a low cross-platform audience overlap between your Facebook and YouTube audiences. These are powerful sales claims you can now make.

How Advertisers and Media Companies Can Find the Right Influencers to Partner With

Finally, both advertisers and media companies who want to improve their influencer marketing strategy in 2021 will need to find the best, most relevant, and most cost-effective fit for their brands. Tubular Audience Ratings help you evaluate influencers in this way.

For starters, you’ll be able to go beyond subscribers counts to determine which influencers are most relevant to your brand based on your target audience, a certain topic, and overall reach and time spent.

You’ll also see true de-duplicated reach and audience overlap between key influencers so you only pay for the actual, targeted audience you want.

Example: You work with influencer partners at Activision, and you’re looking for influencers to help your gaming company reach new audiences in 2021.

When you start searching for influencers with millions of followers, you can now also see whether or not those viewers actually spend time with the content. 

You can also narrow down your search to something like “French gaming influencers” with the most minutes watched in the previous month, and you could also find top creators by unique viewers on YouTube for the topic “Call of Duty.“

Want to make your buying or selling more efficient?

The post How Social Video Measurement Helps You Buy and Sell Media Efficiently appeared first on Tubular Labs.

Having such a massive audience is one thing, but convincing partners of the value of that audience is a different challenge. So how does Group Nine prove this reach to potential advertisers and brands?

Tubular talked to Bobby LaCivita, VP of Research and Measurement at Group Nine Media, about the company’s content and measurement strategy, as well as its participation in the Global Video Measurement Alliance. 

Here were his key thoughts:

Successful Content Comes from Meaningful Measurement 

Group Nine Media takes data and insights very seriously. According to LaCivita, the company has always used data and custom research to determine its content strategy.

For example, Group Nine has two research panels it uses to have in-depth conversations with its audiences. Additionally, LaCivita said important metrics like watch time, people coming back to content, and even recall/purchase intent are used to guide content decisions. These metrics prove Group Nine has a lasting connection with audiences.

“We’re asking people what types of content they like, what they like seeing from us in particular, and where our voice is most trusted, so that we can lean into what we get from meaningful conversations with our audiences,” LaCivita said.

“It’s incredibly important because a lot of the things that we thought we knew about our industry and our partners’ industries have changed significantly.”

Qualified Audience Reach Is Key to Proving Value 

Within the video industry, “reach” can be defined by any number of methods. It could be when a video starts playing, or a single impression, or a view-through rate mark (which varies by providers and platforms). But that’s not qualified or standardized, LaCivita noted.

That’s why LaCivita loves the 30-second view qualifier from Tubular Audience Ratings. It makes cross-platform comparisons equitable, which helps Group Nine determine the validity and intentionality of viewers. The company can then take this watch time and present it to advertisers and brands, which produces better results overall.

“It puts things back into human terms of how long did somebody actually watch this piece of content or this creator for over the course of a month?” LaCivita explained.

“We’ve looked at results between viewers who watch things for three seconds versus 10 seconds. And for longer attention times with specific pieces of content, we’ve consistently seen that will also correlate with higher brand impact.”

Consistently Delivering on Expectations Builds Trust

Finally, LaCivita said that it’s always important to listen to advertising partners about what’s valuable to them, what types of audiences they like, and what they view as successful. For example, one advertiser may want to work to retain viewership and interest, while another may be interested in acquiring attention from new audiences. 

Once such KPIs are set, it’s important to provide content that consistently meets expectations not just of the partner, but also of the audience. They, too, have expectations about what they’ll be given, especially if a relationship has been established with them.

“What is valuable about our audience is a combination of scale, diversity, and trust, and the long-standing relationships that we have with each of our individual users, the conversations that we have with them through custom research and through our social channels,” LaCivita said.

As such, Group Nine must be “consistently delivering against those expectations that [the audience] developed for us over the years.”

Curious how you can prove your audience reach like Group Nine?

The post Group Nine Reaches 80% of U.S. Millennials; Here’s How It Proves That Audience Reach appeared first on Tubular Labs.

We’ve already used these metrics to determine the top media giants from the U.S., the UK, Germany, and APAC. Now, the final area of the world we’re taking a look at is France.

Below you’ll find the top 10 cross-platform French media giants based on true audience measurement, which is based on de-duplicated audience reach and minutes watched by demographics across YouTube and Facebook.

Let’s dive in!

Top 10 Cross-Platform French Media Companies

The French media giant with the largest de-duplicated, cross-platform reach was television channel TF1. This broadcaster alone earned 29M unique French viewers in September 2020, and reached over 40% of France’s nearly 67 million citizens.

France Télévisions came in second with 25.7M unique cross-platform viewers, and Vivendi, which owns properties like Canal+ and Universal Music Group, wasn’t far behind with a unique audience reach of 23.8M. 

In terms of cross-platform audiences, most top French media companies rely on Facebook as the predominant platform for reaching French viewers. France Télévisions and Webedia had the highest overlap between YouTube and Facebook viewers at 39% and 35%, respectively.

Overall, six of the top ten French media companies on this leaderboard reached nearly a third of the French population, seeing at least 20M unique viewers each in September. 

Top French Creators in Key Demographics Based on Audience Measurement

When we looked at France-based media creators as a whole, we discovered that 47% of the 13.6B minutes watched on content from these creators in September actually came from countries other than France. This implies French media creators are adept at exporting their content globally instead of just focusing on local audiences.

These creators reach different demographics, as well. For example, Brut dominated three of the five key age groups for males, with the highest cross-platform French viewership for men aged 18-24, 35-44, and 45+. Brut also had the highest female reach for the 35-44 demographic.

Demotivateur had the highest cross-platform unique French viewership for women aged 18-24, 25-34, and 45+. The remaining female demographic of ages 13-17 was taken by Disney France. Finally, Jellysmack’s European football-focused property Oh My Goal claimed the largest unique reach for males aged 13-17 and 25-34.

French Media Giants Compared by Genre and Minutes Watched

French audiences also spent lots of time on specific genres of content from France’s top media creators. In September, Entertainment for both adults and kids captured over half of French audiences’ attention on French media creators by minutes watched.

In particular, the Entertainment genre earned 41% of total minutes watched by French viewers, while Kids Entertainment & Animation claimed 15% of the total minutes.

The top French Entertainment creator was Vivendi’s talk show Touche Pas à Mon Poste (TPMP) with 173.1M minutes watched in September. The creator with the most minutes watched in the Kids’ Entertainment & Animation genre was French animation company Xilam’s OGGY with 112M minutes watched. 

To round out the genre leaderboards, we saw public service channel ARTE in the #1 spot for News & Politics with 137.7M unique minutes watched, and Jellysmack’s Oh My Goal taking the Sports genre with 51.8M minutes watched in September.

What’s your unique cross-platform reach in France and around the world?

The post Top 10 Cross-Platform French Media Giants Based on True Audience Measurement appeared first on Tubular Labs.

Using these metrics, we previously delved into media giants from the U.S., the UK, and Germany, analyzing their audiences by cross-platform reach, de-duplicated reach, unique minutes watched, demographics, and more. 

Now, let’s look into the true, cross-platform top 10 Asia-Pacific (APAC) media giants (excluding India) based on de-duplicated audience reach and minutes watched across YouTube and Facebook.

Scroll down to see the top performers!

Top 10 Cross-Platform APAC Media Companies

Four of the top 10 APAC-based media companies reached around 100M unique global viewers in September 2020. The top two companies alone were powerhouses, attracting significantly more than 100M unique viewers each for that same month.

Thailand’s GMM Grammy PLC was the media property with the largest de-duplicated audience on social video in September, reaching 141.5M unique viewers around the world. The Philippines’s ABS-CBN — historically boasting a strong presence on the YouTube leaderboards for views — reached 109.3M unique viewers in September alone.

Indonesia-based Emtek wasn’t far behind with a de-duplicated, cross-platform audience of 97.8M. Its reach was nearly tied with South Korea’s CJ E&M at 97.5M unique viewers. In fifth was Filipino network GMA, claiming a de-duplicated YouTube and Facebook audience reach of 85.1M.

Top APAC Creators in Key Demographics by Audience Reach

When we looked at global audience reach by demographic, different Asia-Pacific media creators came out on top. Indonesian and South Korean companies reached younger audiences the most, while Chinese and Singaporean media giants attracted the older demographics. 

Indonesia’s Indosiar, for example, reached the most global males aged 13-24. South Korean entertainment company Big Hit Labels (which manages the popular K-pop band BTS) was the leader for the female demographic of the same age group. 

Broadcaster Vietnam Television’s entertainment channel VTV Giải trí led the 25-44 males category, while the South China Morning Post claimed the most reach in the 25-44 females and 45+ females demographics. Singapore-based martial arts channel One Championship from Singapore rounded out this leaderboard with the top global unique reach for males 45+.

Media Giants Compared by Genre and Minutes Watched

Finally, let’s dive into the APAC media companies who landed at the top of the September chart for global audiences by genres and minutes watched.

Like the previous media giants reports, we found APAC audiences preferred spending time on Entertainment, which made up over half of the minutes watched by global audiences on APAC-based creator content. Music & Dance came in second with 12% of minutes watched, and News & Politics was a close third with 11%.

As for the top creators, GMM Grammy’s one31 property placed #1 in Entertainment with 2.6B minutes watched. Perhaps unsurprisingly, Big Hit Labels scored top honors in Music & Dance with 920.4M minutes watched, while GMA’s GMA Public Affairs channel earned 1.3B unique minutes watched in the News & Politics genre.

Want to know your unique cross-platform reach in APAC?

The post Here’s the Top 10 Cross-Platform APAC Media Giants Based on True Audience Reach appeared first on Tubular Labs.

Based on these new metrics, we’ve looked at media giants from both the U.S. and the UK, analyzing their audiences by cross-platform reach, de-duplicated reach, unique minutes watched, and more. 

Now it’s time to do the same for Germany! Read on to see the true, cross-platform top 10 German media giants based on de-duplicated audience reach and minutes watched by demographics across YouTube and Facebook.

Top 10 Cross-Platform German Media Companies

Congratulations are in order for Media Partisans GmbH, whose total de-duplicated cross-platform reach was 127.7M unique viewers in September 2020. Next up was Axel Springer SE with 89M unique cross-platform viewers, followed closely by Deutsche Welle with 63.1M unique viewers.

These top three Germany-based media properties reached over 50M total unique viewers worldwide. This number even included markets outside of Germany, with English-, Spanish-, and Arabic-speaking audiences finding and watching these companies’ content.

Most German media companies have a solid presence across both YouTube and Facebook. The biggest cross-platform audience overlap came from ARD with 32% of its viewers watching content on both platforms. RTL Zwei was a close second with an overlap of 27%.

Top German Creators in Key Demographics by Audience Reach

Speaking of RTL Zwei, the media giant dominated the show when we looked at average audience demographics from July-September 2020. In particular, RTL Zwei had the highest cross-platform unique global viewership for both males and females aged 25-44 of any German-language and Germany-based creator.

As for the 13-24 demographic, ProSieben’s Galileo property was the most-watched among males while the same media giant’s The Voice Kids earned the most unique global viewership and audience reach for females. 

Rounding out the demographics leaderboard was Axel Springer’s Bild, the top contender for global unique reach for males 45+. Newsner’s Newsner Deutsch was the leader for unique female viewership aged 45+ around the world. 

Media Giants Compared by Genre and Minutes Watched

As we did with the U.S. and UK cross-platform media giants, let’s take a look at Germany’s media leaders based on global audiences by genres and minutes watched in September 2020.

The Entertainment genre dominated attention, making up almost half of all minutes watched of German media creator content. Sports skewed significantly lower compared to our findings in the UK Cross-Platform Media Giants report.

The top German-language Entertainment creator was Galileo with 244.9M unique minutes watched in September, while Oggy und die Kakerlaken earned top honors in the Kids’ Entertainment & Animation genre with 153.6M unique minutes watched. Finally, FC Bayern München was #1 in the Sports category with 100.6M unique minutes watched.

Want to know your unique cross-platform reach in Germany?

The post See the Top 10 Cross-Platform German Media Giants Based on True Audience Measurement appeared first on Tubular Labs.

In line with our recent U.S. Media Giants report, we have new data that reveals the true, cross-platform top 10 UK media giants based on de-duplicated audience reach and minutes watched by demographic and location across YouTube and Facebook.

Here’s which companies made the leaderboard…

Top 10 Cross-Platform UK Media Companies

Four UK-based media properties reached over 100M unique viewers worldwide in September 2020, based on de-duplicated global viewers with 30-second quality views on Facebook and YouTube. 

Over half of the top 10 companies had audience reach figures higher than the total population of the UK. This implies British media is a key exporter of video content to the rest of the world.

BBC landed at #1 with 269M unique cross-platform viewers, with The LADbible Group also claiming over 200M views. Endemol Shine and WildBrain Spark were #3 and #4, respectively, with over 100M unique views each.

In terms of cross-platform audience overlap, LADbible saw the single largest unique audience on Facebook, with WildBrain Spark attributing most of its viewership to YouTube. BBC’s audience had the largest overlap, suggesting strong brand loyalty across both platforms.

Top UK Creators in Key Demographics by Audience Reach

Specific media creators also appeared on the demographic leaderboard in the UK in terms of unique reach. Based on a quarterly average from July-September 2020, we discovered Endemol Shine Group’s Mr. Bean reaches the most unique viewership across both males and females aged 13-24. 

In the 25-44 demographic for males, LADbible earns the most unique audience reach, while the same age group for females was dominated by Moonbug’s Little Baby Bum. Since Moonbug creates kids’ programming and entertainment, it’s likely mothers in the UK are viewing or co-watching this content with their children. 

Daily Mail Video earned the most audience reach in the 45+ demographic for both males and females. The sweep by Mr. Bean in the younger demographic and by Daily Mail in the older one is a testament to these creators’ far-reaching, effective content strategies. 

Media Giants Compared by Genre and Minutes Watched

Finally, we also looked at the top UK media creators in terms of both genres and minutes watched by global audiences, not just those based in the UK. In September 2020, for example, Entertainment (both adult and kids) and Sports captured over three quarters of the attention on UK media creators by minutes watched.

Mr. Bean again took #1 for the top Entertainment creator for adults with 1.7B unique minutes watched, while Masha and the Bear was at the top of the Kids’ Entertainment & Animation leaderboard with 2.1B minutes watched.

England and Wales Cricket Board placed first in Sports with 613.6M unique minutes watched. Meanwhile, BBC News Arabic beat the company’s UK-based channel to hit 208.7M minutes watched in the News & Politics genre.

Want to know your unique cross-platform reach in the UK?

The post Meet the Top 10 Cross-Platform UK Media Giants Based on True Audience Reach appeared first on Tubular Labs.

That’s all changed with Tubular Audience Ratings, which measure de-duplicated audience reach and minutes watched by demographic and location across YouTube and Facebook. These allow media companies, brands, and agencies to compare, partner, and invest effectively in the video marketplace.

Based on these new metrics, our latest report presents the true, cross-platform top 10 U.S. media giants based on unique reach. 

Read on to see who made the list!

Top 10 Cross-Platform U.S. Media Companies

Based on their September de-duplicated U.S. viewers (with a 30-second quality views) on Facebook and YouTube, ten U.S. media companies came out on top with the largest unique American audiences on social video. 

Disney was #1 with 143M unique cross-platform viewers, while ViacomCBS was a close second with 138M uniques. In third place, New York-based Jellysmack earned 125M unique viewers.

Only six of these top ten U.S. media properties reached over 100M unique U.S. viewers, and Disney is the only media company in the world to reach over 50% of the U.S. population.

Additionally, these ten companies captured 59% of the 50B total minutes watched on media companies’ content in the U.S. in September on YouTube and Facebook.

Audience Measurement Reveals Demographic Leaders

When it comes to reaching unique demographics, we also looked at key media creators to see which were leading the charge from July to September 2020.

As it turns out, six different media creators earned the highest unique viewers in their respective demographics.

Comcast’s Movie Clips, for example, was the #1 property by reach for males aged 13-24. Disney’s SportsCenter earned the most reach for males 25-44, while Fox’s Fox News dominated the 45+ male demographic.

In the female demographics, BuzzFeed’s Tasty was at the top for young women in the 13-24 age range. Moonbug’s Cocomelon was first among millennial women aged 25-44, and Group Nine Media’s The Dodo garnered the most attention from 45+ women. 

Media Giants Compared by Genre and Minutes Watched

From Entertainment to Sports, audiences spent millions of minutes watching individual creators from media giants in the U.S. 

In September 2020, the majority of total minutes watched went to Entertainment content at 32%. Kids’ Entertainment and Animation landed next with a 19% share of the minutes. News & Politics was third with 12%, and Sports claimed 10% of the total watch time.

The top entertainment creator was A&E with 875.1M unique minutes watched in September, while Cocomelon earned 2.8B minutes watched in the kids’ entertainment genre. Fan-favorite World Wrestling Entertainment (WWE) dominated the sports category in September with 910.7M minutes watched.

Want to know your unique cross-platform reach in the U.S.?

The post Top 10 Cross-Platform U.S. Media Giants by True Audience Measurement appeared first on Tubular Labs.

Fortunately, that’s changed thanks to Tubular Audience Ratings. 

This new set of TV-style metrics helps you understand your audience’s time spent viewing and de-duplicated engagement across YouTube and Facebook. 

These cross-platform, standardized metrics finally allow you to compare digital video apples-to-apples with traditional media. For example, amongst other metrics, you can now understand:

• Total watch time
• Unique viewers
• Average watch time per unique viewer
• 30-second views
• De-duplicated reach
• Audience demographics

These will give you a more comprehensive, global picture of your true audience reach and engagement for social video. 

Check out the examples below of some of these powerful new ratings.

Comparing Late Night Hosts’ Unique Social Reach to TV

Out of all the late night shows and hosts, Nielsen claims The Late Night Show with Stephen Colbert earned the most viewership on linear TV with an average of 3.6M viewers across its 2019-2020 season. But did Colbert win on social video, too?

As it turns out, Jimmy Fallon (Nielsen’s 2nd-place winner for live TV viewership at an average of 2M viewers) was actually #1 for unique U.S. viewers across both YouTube and Facebook!

Across selected late night hosts, Jimmy Fallon’s YouTube and Facebook reach hit a total of 19.2M unique viewers in August 2020 alone, nearly 2M more than runner-up Trevor Noah. Colbert’s social reach was fourth at 11.5M uniques, roughly 4.5M behind third place winner James Corden.

Takeaway: Your show may be winning in traditional entertainment media, but as social video catches up, you can see where your audiences are truly spending their time. Adjust your digital strategy to capture more of this attention.

Comparing De-Duplicated Audiences by Platform

Speaking of late night hosts, let’s break down James Corden’s audiences by platform. While Tubular Audience Ratings gives you a larger picture of your audience across both YouTube and Facebook, they are not one and the same.

For example, in August 2020, Corden boasted 26.3M uniques on YouTube and 13.7M uniques on Facebook. Across these uniques, there was a small overlap of 1.8M viewers.

Deduplicating Corden’s audiences shows his cross-platform unique reach is potentially smaller than expected, and that he has a much larger audience on YouTube. 

Takeaway: When you know your true de-duplicated unique reach across platforms, you can know how to program separately for each. You can also grow your cross-platform reach bigger than your competitors’ and win larger pitches based on your unique reach.

Comparing Cross-Platform Unique Reach Through Audience Ratings

Another benefit to de-duplicating audiences across YouTube and Facebook is you’re able to see how your total cross-platform unique reach compares to your subscribers and likes.

Let’s look at Got Talent Global as an example. As of August, the TV entertainment show had 14.8M YouTube subscribers and 10.9M Facebook page likes. Now compare that to Got Talent Global’s whopping 72M cross-platform unique viewers, which is 3x higher than its subscribers and likes combined!

Clearly, subscribers and likes don’t provide a full picture of how audiences interact with digital video content. Your properties could actually be much larger (and much more valuable to advertisers) than you thought.

Takeaway: Use your cross-platform unique reach to prove your actual, larger value and impact to advertisers and win more deals. 

Comparing Audience Demographics

Broadcast entertainment companies generate billions of views on their social video content per year. But what if you could say your TV show was in the top five for a specific demographic across YouTube and Facebook?

For example, Comedy Central was #1 for unique cross-platform U.S. male viewers aged 18-34 in August 2020 across American TV broadcasters. As for female audiences, they preferred spending their time with Ellen DeGeneres, which was #1 for unique cross-platform U.S. female millennials in August.

Audience differentiators play a big role in showing you a new, more accurate picture of which of your properties and TV shows are actually the most popular across different demographics.

Takeaway: Knowing this type of audience information, you can move forward with selling media against your #1 content, as well as developing new shows with similar formats and content that would appeal to your top demographics. 

Comparing TV Shows by Minutes Watched

Finally, let’s look at the value of minutes watched. With Tubular Audience Ratings, you can measure content by total minutes watched or by unique 30-second views, but for this example, we’ll stick with the former.

We pitted two well-loved reality TV shows against each other: Keeping Up with the Kardashians and The Real Housewives of Beverly Hills. In August 2020 alone, Kardashians saw 38.9M cross-platform minutes watched, while Housewives earned just 0.7M cross-platform minutes.

While publications often pick Kardashians and Housewives as some of the top reality shows of all time, the real winner — on social, at least — is the Kardashian family. They’re simply unmatched based on minutes watched.

Takeaway: Unlock bigger budgets and advertising potential by knowing the true social engagement and reach of your properties based on minutes watched, not just on subscribers, likes, or even views. 

Curious to see what else Tubular Audience Ratings can do for you?

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