What percentage of average people in the U.S. watch video content on their TV set (versus other devices)?
250 advertising executives were asked that question. They said 25%. Umm. The number is actually 82%.
Research Now did the study on behalf of the Video Advertising Bureau (VAB). They surveyed 250 ad executives (71% agency, 29% marketer) in February and compared their responses to Nielsen’s estimates for actual viewing.
The other big disconnect was the ad community estimating 17% of viewing was done on a tablet and 18% on a smartphone. The numbers are actually 1% and 2% respectively.