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BizReport : Advertising archives : June 16, 2010


Major TV network set to double online ads in video

Online episodes of television shows generally contain just a few minutes of ads, but this could be about to change as a major television network moves to increase the amount of ads shown during online programming.

by Helen Leggatt

ABC.jpgAccording to VideoNuze's Will Richmond, ABC is set to double the number of ads appearing in its online shows.

"Albert Cheng, EVP, Digital Media for Disney/ABC Television briefed me on the changes last week," says Richmond, "adding that he believes the new ad policy will become common in the industry."

But, will more ad time in online television content turn off viewers? Not according to comScore.

Their recent report, "Blurring the Landscape, How TV is Merging Digital and Traditional Media", found that those who watch television online would tolerate more than the current average of four minutes of ad time per hour of online programming.

While considerably less than the average 16 minutes of ad time inserted into the average television hour, most would tolerate six to seven minutes per each online hour.

In fact, skipping ads isn't the main reason people watch television shows online. comScore found that catching up on missed episodes and "convenience" are the main reasons, cited by 71% and 67% respectively.

Meanwhile 38% of those that go online to watch television content do so to avoid watching ads.






Tags: advertising, online advertising, online video, television content








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