The overwhelming majority of consumer attention is still generated by television content, rather than Internet video, according to a new report from the Cabletelevision Advertising Bureau.

Of the 175 hours per month that the average consumer spends watching video on the Internet, the CAB found that 80 percent of consumer attention is generated by ad-supported TV content.

Taking just one program as an example, the report found that the monthly impressions driven by HGTV’s Property Brothers equaled the monthly views of the top-ten YouTube channels combined. Scaling up to the network level, the monthly impressions for Food Network equalled that for every YouTube channel combined.

“Smart marketers will clarify their definition of Internet video as an extension of a Multiscreen TV buy,” said Sean Cunningham, president of the CAB. “Using video to sell more stuff isn’t about how many places you can technically ‘reach’ people for 1-2 seconds; and it’s not about how many splintered impressions you can aggregate. It’s about how much time and attention you can amass with audiences committed to the same content.”

Read More: The Drum, Multichannel News

Brief Take: The rapid migration of viewers to the internet isn’t a signal that television content is going the way of the dinosaur. Produced television content is still the clear preference, even if viewers are watching it online.

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