Though advertisers tend to shell out less money during the height of the summer, Divimove, a European MCN, found that YouTube views increase throughout July and August. Of course, the latter makes sense — when kids are out of school, they have lots more time to tune into YouTube content.
Why the first is the case harkens back, quite possibly, to traditional TV schedules. Since the networks assume that people are away on vacation, they figure that these people won’t be tuning into regular programming. The internet doesn’t require such regular viewing habits, hence YouTube creators’ summer success. In fact, Divimove data shows that people watch as much as 10% more online video in the summer, which goes up to 20% more when it comes to teenagers between ages 13 and 17.
Another big reasons why brands should look to advertise on YouTube during the summer (at least in Europe) is that it’s a whole lot cheaper. The cost per 1,000 impressions among Divimove’s Dutch and German partners decreases somewhere between 5% and 7% in the summer, as does the number of ads that run at this time of year in general. This, Divimove believes, simply boils down to supply and demand — there’s a whole lot less of the latter during the warmer months.
The moral of the story, here, is for advertisers to hop on the summertime viewing bandwagon before the prices of ads at this time of year go up. Catch the kids while they’re actually watching most and make the most return for your investment — at least, if you’re running your ads with Divimove’s creators’ content.