This document summarizes key findings from Nielsen's study on online video and TV advertising. Some of the main points covered include:
- Digital video usage continues to grow while TV viewing remains steady
- Lighter TV viewers stream more online video than heavy TV viewers
- Reallocating a portion of TV ad budgets to digital media can increase overall reach for the same spending
- Shifting 15% of spending to digital results in an average 4% increase in reach across categories
- CPG and non-CPG categories see increased reach of 3.4% and 6.2% respectively with a 15% budget shift