Social media have overtaken porn as the No. 1 “activity” on the Web, the video says. Facebook has higher weekly traffic than Google. “Social media isn’t a fad,” it concludes, “it’s a fundamental shift in the way we communicate.”

Among the points made that pertain to advertising and traditional media, none of which are attributed in the video:

- 25 percent of search results for the world’s top 20 largest brands are links to user-generated content. 34 percent of bloggers post opinions about products and brands.

- 78 percent of consumers trust peer recommendations. Only 14 percent trust advertisements.

- Only 18 percent of traditional TV campaigns generate positive ROI. 90 percent of people skip ads via TiVo or DVRs (this was disputed just this week).

- 60 million Facebook updates are made daily. “We no longer search for the news, the news finds us. We will no longer search for products and services, they will find us via social media.”

Nielsen’s new methodology to compile data that take into account viewing of commercials that run in a particular show, online or off, could be in place by September so it can be used for ad sales in February 2011.  “If this system were adopted en masse — and it’s not clear that it would be — online viewing might be crammed just as full of commercials as the more traditional TV-watching experience,” Ad Age says.

And, while online sites like Hulu and Disney’s ABC.com typically have few ads, “many TV executives say these methods don’t bring much, if any, profit — and therefore cannot continue.”

TubeMogul, an online video research and analytics outfit, according to Media Daily News, “found that one-quarter of visitors who click on an online video link on a newspaper Web site will close or navigate away from the video window without watching the video if a pre-roll ad begins playing.”

The number is the same at magazines’ sites, but fewer visitors to broadcast media Web sites — about 11 percent — peel away, apparently because commercials are expected.

The general “quit rate” for online video links preceded by video advertising averaged around 17 percent.

TubeMogul observed online interactions with 1.8 million video streams over a two-day period, Media Daily says.

The video player will be inserted into subscription copies of Entertainment Weekly’s September 18 Fall TV Preview in New York and Los Angeles.