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BizReport : Advertising archives : September 27, 2006

Online ABC Shows Draw Advertisers

Thirty-five advertisers, some of the biggest in business, have signed on to advertise when ABC begins broadband streaming of prime time shows next month.

by Kristina Knight

So far it isn’t clear which ABC shows will stream, but advertisers like Toyota, Verizon and Century 21 are on board to advertise according to executives familiar with the offer.
In May, ABC began a two month test for broadband broadcasts; Toyota was part of that trial along with AT&T, Ford and Procter & Gamble. The test saw 16 million video streams, including ads, and 5.7 million episode requests for shows like “Lost”, “Commander In Chief” (now cancelled) and “Desperate Housewives”.

What kind of return these advertisers will see from advertising is unclear. According to one study, the majority of Internet TV watchers are children 12 and older and though the medium is being adopted at a fairly fast rate, it is still not utilized across the board by the advertising target demographic of 18-34 year old females.

Frank Magid conducted a study for ABC of the test subjects. Many said, they watched streamed programming because they missed the original airing. The test offering was used equally between men and women, most of whom were around 29 years old.

Tags: 18-34 age group, online advertising, online television

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