How many video views has Buzzfeed accrued? How many CMOs are on Facebook (and how many priests)? How has the reach of organic posts on Facebook declined?

These are just some of the delights from the US digital marketing statistics we’ve seen this week.

Enjoy, and make sure you take a look at the Econsultancy Internet Statistics Compendium for more stats.

1. Digital video is eating TV budgets

Marketers and ad execs expect digital-first video to become as important to their businesses as television advertising within the next three to five years.

Increased web video budgets will see television budgets decrease, that’s according to an Interactive Advertising Bureau survey

  • 297 execs respnsible for buying media were surveyed with nearly two thirds of advertisers (65%) saying they will spend more on digital video advertising in 2014 than 2013.
  • As far as TV ads go, two thirds of respondents say they will reallocate some of this budget to digital video.
  • However, almost half (48%) of respondents think increase in digital video spend will see overall ad spend increase.
  • The average exec plans to spend almost half (48%) of web video budget on “made for digital” video programming in 2014.
  • 75% think digital programming will become as important as TV within the next three to five years. 

2. TV drives social activity, not vice versa

Media habits observed by NBCU during the Sochi Winter Olympics show that just 19 per cent of Olympic viewers posted about the games on social media, as reported in the FT.

NBCU aired more than 1,500 hours of coverage across multiple platforms. During the 18 days of coverage the broadcaster found a show’s ratings are more likely to drive activity on social media rather than vice versa. 

  • An average of 21m viewers watched prime time coverage of the games on broadcast television.
  • On Twitter, there were 10.6m Olympic-related messages posted by 3m unique users.
  • 23m people saw tweets about the Olympics. 20m people used Facebook to post, comment, share or like something related to the Olympics. These Facebook posts reached a total of 150m users. 

See the FT article for further comment.

And more from Econsultancy on social TV.

3. Faith in advertising

Half of Americans don’t trust advertisements, according to a YouGov poll.

how much do you trust advertising?

  • 44% think advertisements are dishonest.
  • 58% think there should be stronger requirements for advertisers to prove the claims they make.
  • Trust in advertising varies depending on education. 65% of post grads think advertising cannot be trusted compared to 44% of those with a high school education.
  • 35-54 year olds (58%) are more likely to trust advertising than 18-34 year olds and 55+ (both 48%).
  • Advertising from restaurants, clothing stores and consumer electronics categories are the most trusted.
  • Diet products, financial services, pharmaceutical and automotive are the least trusted ad categories.

claims in advertising, are they believed

4. Mobile homescreen apps set to increase

Home screen customisation apps, such as Facebook’s ‘Home’ may be set to arrive from Asia as the next mobile trend.

These apps range from wallpaper and icon design apps to a more fundamental change to smartphone software behaviour, personalised to users. In the US, Flurry estimates there are 30m regular users of these home screen apps. 

  • Big US tech companies have acquired companies in this area. Yahoo acquired Aviate in January 2014 and Twitter recently acquired Cover.
  • China’s Go launcher has been downloaded more than 260m times with Sungy Mobile, its developer, floating on Nasdaq in 2013.
  • Go has 94m monthly users who bought $25m of virtual goods last year. 

5. Facebook organic reach declining

Edgerank Checker shared stats showing this decline in organic post reach on Facebook.

For the typical Page on Facebook in March 2014:

  • Organic reach per Fan = 6.51%
  • Fan reach per Fan = 6.46%
  • Viral reach per Fan = 0.99%

How has reach declined?

Organic reach per Fan (Median):

  • Feb 2012 = 16%
  • Sep 2013 = 12.60%
  • Nov 2013 = 10.15%
  • Dec 2013 = 7.83%
  • Mar 2014 = 6.51%

facebook organic reach

The reach depends on the type of content posted, as this split by sector shows:

organic reach on facebook by sector

6. Superbowl ad sharing on the decline

Sharing of adverts from this year’s Super Bowl decreased 29% YoY, according to Unruly Media’s latest social video report. 

  • The average share rate dropped from 2.9% last quarter to 2.6% this.
  • This is the first time online shares of Super Bowl ads have decreased year-on-year.
  • Consumer packaged goods and fast moving consumer goods were the only sectors to see an increase in shares. 

7. Buzzfeed videos

The Digital Newfronts event in New York featured Buzzfeed revealing how well it has done with video.

  • Since September 2012, Buzzfeed has created 1,600 videos.
  • These videos have generated 4.5 million YouTube subscribers..
  • ..and more than 1 billion views.

8. Yahoo Smart TV ad targeting

At the same Newfronts event, Yahoo discussed its impact on TV ad targeting. 

  • Yahoo has enabled 2m Smart TVs with ad targeting
  • The company estimates it will have 4m units enabled by 2015.
  • The service allows retargeting of TV viewers when they move online.
  • Cookie pools have allowed Yahoo to retarget roughly 80% of TV audiences that move online.

See MarketingLand for more.

And Econsultancy’s Connected TV smart pack

9. Dots social gaming

Dots was released in April 2013 but has already garnered massive downloads and usage, as reported in Mashable

  • Nearly 20m downloads.
  • 5bn games played.
  • 25% of players still play regularly (5m).
  • Dots was downloaded 3m times in its first month. 

10. 28,000 CMOs on Facebook in the US

AdAge has taken a wry look at Facebook’s job title targeting functionality.

28,000 people in the U.S. cite CMO in Facebook’s job title field.

  • Of these 28,000, 16,600 are female and 10,400 are male.
  • There are only 6,400 doctors on Facebook.
  • And 1,560 priests.
  • A soothing 32,000 massage therapists.
  • And 62,000 mall cops.
  • These are all topped by a whopping 178,000 CEO & founders.