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ABC.com To Test Tolerance for Online Ads
ADOTAS – The line between cramming so many commercials down a viewer’s throat they turn on the brands (or the broadcaster) and failing to sufficiently capitalize on an opportunity to expose them to various brands is perilously thin. Disney-ABC Television Group has decided to see just how far they can go.
Beginning next week, they will insert several interactive advertisements into primetime shows on ABC.com’s streaming media players. ABC.com currently leads online viewership for broadcast shows with 8.5 million unique monthly viewers, comScore reports. (NBC.com has 7.9 million uniques).
There’s an opportunity for a serious paycheck if their experiment succeeds: Networks charge more per thousand viewers online than they do on TV (the average for a primetime show is $25 on TV, while the online rate runs anywhere from $35 to $50).
ABC.com was the first major network to run full-length episodes of shows like “Desperate Housewives” and “Lost.”
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