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comScore Extends Online Video Metrics

April 11 2008

Online measurement firm comScore has announced the availability of its Video Metrix service in four new markets: the UK, France, Germany and Canada - and has released some initial results. The service was launched in the US more than two years ago.

comScore says Canada leads the five countries it covers both in terms of the reach of online video and the number of videos viewed per person. Nineteen million Canadians viewed a video online in December, representing 89 percent of the total online population age 15 and older, and these users averaged 112 videos per viewer during the month. In the UK, 87% of those online viewed an average of 108 videos; in France the figures were 84% and 89 videos; in Germany 81% and 92 videos; and in the US 78% and 77 videos apiece. In the US, this represents more than 124m people viewing more than 9.5bn videos; the UK is a distant second with 28.7m viewing 3.1bn videos.

Google Sites, with YouTube dominating, were the most popular online video destination in all reported countries, but second place shows more variation with BBC Sites ranked second in the UK, DailyMotion.com in France and Vivendi in Germany. Microsoft Sites made the top 5 in the US, UK and Canada, but not in France and Germany.

Jack Flanagan, Executive VP of comScore, comments: '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. 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.'

Web site: www.comscore.com .

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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