Among Presidential Candidates’ Sites, Obama’s Has Most Online Video Viewers

April 22, 2008

This article is included in these additional categories:

Media & Entertainment

Among presidential candidates’ websites, Senator Barack Obama’s had the most unique viewers of video content in March, with 518,000, according to (pdf) Nielsen Online‘s VideoCensus service, which today issued data on the top online video brands?for March.

Senator Hillary Clinton’s website?had 351,000 unique video viewers, and Senator John McCain’s campaign site?had 38,000.

nielsen-online-presidential-candidates-website-video-content-viewers-march-2008.jpg

Minimal Viewer Overlap

Only 1% of viewers watched video content on both Barack Obama’s and Hillary Clinton’s websites in March. There was virtually no overlap across all three candidates’ sites.

The findings suggest that campaign website videos are attracting loyal viewers who are not necessarily researching all three candidates.

“This reinforces a clear trend toward candidates using the Web as a rallying point for their base – as a place to disseminate talking points and to gather contributions,” said Jon Gibs, vice-president, media analytics for Nielsen Online. “Undecided voters seem to understand this and appear to be going elsewhere – including online destinations such as CNN, MSNBC and The New York Times, as well as less official channels such as YouTube, to gather broader information and view video content.”

Top Online Video Sites

YouTube was the clear leader with?more than 3.6?billion video streams, according to the data. In a distant second was Fox Interactive Media with?333 million, followed by Yahoo with?266 million:

nielsen-online-top-brands-by-video-streams-march-2008-corrected.jpg

(Editor’s note: The immediately preceding table and related text have been corrected, per corrections issued by Nielsen Online.)

Though the number of online video unique viewers in March declined slightly from both February and January, the number of total video streams they watched, as well as the time per viewer, notably increased:

nielsen-online-overall-online-video-consumption-march-2008.jpg

About VideoCensus: Nielsen Online’s VideoCensus syndicated online video measurement service combines patented panel and census research methodologies to provide a count of viewing activity and engagement along with demographic reporting.

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