The study, conducted with independent agency Cog Research and neuroscientist Dr Amanda Ellison at Durham University, claimed that the true cost on TV VOD was around 20% cheaper than on YouTube, and just a third of the cost of Facebook – even when including organic views, which make up a good proportion of Facebook’s exposure. The views per second ( CPM ) views of broadcasters ' video - on - demand platforms is 20 % less than YouTube and a third of the CPM of Facebook , according to a study commissioned by Channel 4 and carried out by Cog Research and by Dr Amanda Ellison at Durham University . It found engagement on broadcasters ' VOD platforms was five times higher than on YouTube , while completed advertising campaigns were 62 % lower on YouTube and five times lower on Facebook than on All4 .
The views per second ( CPM ) views of broadcasters ' video - on - demand platforms is 20 % less than YouTube and a third of the CPM of Facebook , according to a study commissioned by Channel 4 and carried out by Cog Research and by Dr Amanda Ellison at Durham University . It found engagement on broadcasters ' VOD platforms was five times higher than on YouTube , while completed advertising campaigns were 62 % lower on YouTube and five times lower on Facebook than on All4 .