New York – Network TV programming on the web, whether on ABC.com, CBS.com, TV.com, Hulu or any other distributor, has typically had a single sponsor. However, new ABC/Nielsen research revealed at the NATPE show that doubling the number of ads within a show from four to eight "did not affect the viewers’ overall experience with the ABC.com player," according to AdAge.
"We can actually increase deliver, reach and frequency by looking at a model that will have more sponsors and more ads," Albert Cheng, exec VP of Disney-ABC TV digital media group, said at NATPE, according to The Hollywood Reporter. Albert Cheng, Executive VP of Disney-ABC TV digital media group, talked about ABC’s research, conducted by Nielsen Media Research, on a panel at this year’s National Association of Television Program Executives conference in Las Vegas.
ABC.com has been experimenting for some time with putting more ads around its web TV programming to bring the amount of revenue earned from viewers more in line with TV, and started conducting research early in 2008.