New report indicates that the digital video is not yet a rival for TV

According to a new report called Get Real: Video Advertising 2015, video platforms on the Internet are gaining more and more interest among communication means; however, multiscreen TV is the place where the user spends most of his time.The report has examined the stars of the growing field of digital video in the USA, such as: Google, YouTube, AOL, MSN, Yahoo, and Facebook, taking as main research factor consumer’s attention, the most important element in advertising. The results revealed that TV content obtains-currently-80% of audience’s attention.A measurement system by Nielsen guarantees that, when comparing TV and the digital platform YouTube, television wins with a big advantage of 95% to 5%. The balance slides slightly between younger adults from 18 to 24, whose tendency is to decrease, but the difference continues to be overwhelming, with 88% against 12%, respectively.”There is a paradox regarding attention to video, we could call it attention definition disorder,” said Sean Cunningham, general director of Cabletelevision. “The industry of advertising has been distracted paying less attention to what consumers are focusing most of their interest on. Consumers are clearly concentrated on TV multi-screen contents produced professionally, with advertisement aimed at massive audiences and infinite focalization opportunities,” he added.