Okay, so maybe Super Bowl ads still work.
Hulu saw a significant spike in activity after it aired an ad during this year's Super Bowl, "which both ignited the site's popularity and highlighted the growing mainstream appeal of online video," Jack Flanagan, executive vice president of comScore Media Metrix.
Hulu, the online video joint venture of NBC Universal and News Corp, surged 55% to 7.8 million unique visitors in February, driven in large part by its TV ad campaign starring Alec Baldwin. This growth helped Hulu secure the #2 spot in comScore's Top-Gaining Properties ranking this month. For figures on video viewing at Hulu, including videos viewed in its syndicated network of sites, check out the most recent comScore Video Metrix ranking in the press release entitled, "YouTube Surpasses 100 Million U.S. Viewers for the First Time."
Although Hulu may be celebrating its 7.8 million unique visitors in February, YouTube had 100.9 million viewers that month.
And, to put this in context, 95.4 million people watched the Pittsburgh Steelers' dramatic win over the Arizona Cardinals in Super Bowl XLIII -- the second-most-watched Super Bowl broadcast ever and the third-most-watched broadcast in U.S. television history.
Meanwhile, the average YouTube viewer watched 62.6 videos in February. And the duration of the average online video was 3.5 minutes. If you do the math, that's 219.1 minutes -- or more than 3.6 hours of viewing.
That's as long as the Super Bowl itself -- including the half-time show!
So, yes, Hulu is growing quickly. And the fact that the Super Bowl was broadcast on NBC may not have helped Hulu get the "friends and family" ad rate -- which was $3 million for 30 seconds of fame. Oh, and Hulu's commercials were 60-seconds long.
Hmmm. Do you think this explains why Hulu's Superbowl Commercial is also posted on HuluDotCom's Channel on YouTube?
This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) will bring together the industry's leading online marketing practitioners to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, the comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!