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Women Dominate Online Video Viewing At U.S. Prez Candidates’ Websites
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Women Dominate Online Video Viewing At U.S. Prez Candidates’ Websites

In August, videos at JohnMcCain.com attracted more female than male viewers for the first time, Nielsen Online reported Wednesday.

Women accounted for 58% of all unique video viewers on John McCain’s website last month — up from July and June, when they made up 48% and 37% of unique video viewers on the site.

The increase in women video viewers at JohnMcCain.com came during the same month that McCain selected Sarah Palin as his vice presidential running mate.

Barack Obama’s website drew consistently large percentages of women video viewers during the summer months, according to Nielsen. In August, 63% of all unique video viewers on BarackObama.com were women.

Candidate Website Female Unique Viewers June 2008 Female Composition Percentage June 2008 Female Unique Viewers July 2008 Female Composition Percentage July 2008 Female Unique Viewers August 2008 Female Composition Percentage August
BarackObama.com 360,000 67% 181,000 60% 519,000 63%
John McCain 2008 69,000 37% 217,000 48% 276,000 58%
Source: Nielsen Online, VideoCensus (June 1, 2008 – August 31, 2008)

Video streams at BarackObama.com increased 155% in August — up from 502,000 streams in July to 1.3 million last month. During the same time period, the number of unique video viewers on Obama’s site increased 173% — from 302,000 in July to 824,000 in August, the month of the Democratic National Convention.

Video viewing at JohnMcCain.com also showed modest increases in August, according to Nielsen. Video streams grew by 16% over the previous month — from one million streams in July to 1.2 million in August. Meanwhile unique video viewers on McCain’s site increased 5% — from 452,000 viewers in July to 475,000 in August.

CandidateWebsite June 2008Total Video Streams(in 000s) July 2008Total Video Streams(in 000s) August 2008Total Video Streams(in 000s) % Change
BarackObama.com 967 502 1,278 155%
John McCain 2008 377 1,010 1,176 16%
Source: Nielsen Online, VideoCensus (June 1, 2008 – August 31, 2008)
Note: Data includes progressive downloads and excludes video advertising.

CandidateWebsite June 2008Unique Video Viewers(in 000s) July 2008Unique Video Viewers(in 000s) August 2008Unique Video Viewers(in 000s) % Change
BarackObama.com 538 302 824 173%
John McCain 2008 187 452 475 5%
Source: Nielsen Online, VideoCensus (June 1, 2008 – August 31, 2008)
Note: Data includes progressive downloads and excludes video advertising.

Most overall online video metrics, including unique video viewers, total video streams, and streams per viewer, were either flat or down slightly from July to August, according to Nielsen. Time spent per person viewing online video increased nearly 8% from July to August.

  Overall Online Video Usage July 2008 Overall Online Video Usage August 2008 % Change
Unique Viewers(in 000s) 119,146 117,916 -1.0%
Total Streams(in 000s) 8,526,733 8,061,706 -5.5%
Streams Per Viewer 71.6 68.4 -4.5%
Time Per Viewer(in minutes) 170.5 183.9 7.8%
Source: Nielsen Online, VideoCensus (June 1, 2008 – August 31, 2008)
Note: Data includes progressive downloads and excludes video advertising.

View the full press release.

Read coverage of Nielsen’s findings in Silicon Alley Insider.