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Hulu: More Vids to Fewer Uniques in March (NewTeeVee):
Monthly viewer stats used to be pretty boring to write. To paraphrase Jan Brady, it was always “YouTube, YouTube, YouTube!” Then along came Hulu and things got more interesting as the premium content site started to take off. According to Nielsen , March was a mixed bag for Hulu. The site held onto the No. 2 spot, and served up more streams (348.5 million) — but to fewer unique viewers (8.8 million) than February (308 million streams to 9.4 million viewers). Covering stats could get downright exciting if the CBS-backed TV.com keeps growing. TV.com enjoyed nice promotion during the recent March Madness, which was watched by 7.52 million unique visitors.

Revised Forecast Predicts Internet Will Be Only Medium To Grow Ad Dollars This Year (MediaPost):
The Internet is the only medium expected to reap advertising increases during 2009, according to the latest edition of ZenithOptimedia Group’s quarterly tracking study on the advertising economy. The report, released early this morning, reflects a dramatic downward correction by the Publicis media unit, which now predicts the global ad economy will slide 6.9% during 2009 vs. only a 0.2% drop predicted in its last report released in December 2008. Citing the continuing weakness in the global economy, ZenithOptimedia said it anticipates the rate of the global ad recession will begin to moderate by year-end, and will actually post a modest recovery in 2010, albeit against extremely weak 2009 comparables. “Since we released our last forecasts in December the global ad market has taken a substantial turn for the worse. Trade has fallen off rapidly, dragging many developing markets into the downturn. Our last forecasts predicted declining ad expenditure in North America and Western Europe in 2009. We now predict a steeper decline in these regions, with all regions joining in the general decline. We forecast global ad expenditure to shrink by 6.9% over the course of 2009,” the report reads.

Study: ROI May Be Measurable in Facebook, MySpace After All: Package-Goods Brand Earns $1.28 Million in Sales From $1 Million Social-Media Campaign (AdAge):
Package-goods brands are still cautious about social media, figuring that the return on investment can’t be accurately measured. After all, marketing on Facebook or MySpace might generate a conversation but not necessarily a sale. Now, however, a method is emerging to relate one to the other, potentially eliminating a major impediment. Recent research from ComScore, MySpace and Dunnhumby presented at the Advertising Research Foundation’s Re:Think 2009 conference in late March suggests that even relatively small outlays on social networks by package-goods brands can result in offline sales impact and deliver positive return on investment. MySpace teamed with ComScore, which uses a panel of more than 1 million people in the U.S. to track internet usage, and Dunnhumby, which runs loyalty programs for supermarket retailers and has access to loyalty-card purchase data from 59 million people in the U.S. One of the first studies was for an unnamed personal-care brand that ran a $1 million campaign on MySpace last year, including a contest in which members submitted videos of themselves and friends for others in the network to vote on, said Heidi Browning, VP-client solutions at MySpace. The program also included online couponing. By the standards marketers sometimes use to measure digital-ad effectiveness, the MySpace effort wasn’t overwhelming. But by the measure that matters most, sales, the campaign appeared to pay off nicely. It produced $1.28 million in offline sales, as measured by Dunnhumby, which compared purchases among shoppers not exposed to the campaign with purchases among those who were. That amounted to a 28% return on investment, not counting returns from repeat sales among consumers the brand won via the campaign. Only about 17% of the sales were of products advertised in the campaign; the rest of the sales lift went to the parent brand, in what’s frequently called the “halo effect.” . The combination of the ComScore and Dunnhumby panels into a single-source database — assuming the numbers are correct — holds promise for more-accurately measuring many smaller efforts, said Gregg Ambach, managing director of the Cincinnati office of research firm Analytic Partners.

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