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TelevisionWeek contributing writer Daisy Whitney is blogging about the pinnacles and pitfalls facing viewers who want to consume television in new ways. Check in frequently as Daisy kicks the tires on the new media juggernaut and dishes on which services do -- and don’t -- make the cut.

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Trial and Error



Tuning Out During Your Pre-roll Ad

January 22, 2008 9:50 AM

This is kind of weird. Consumers don’t like ads. Even in online video. Even when it’s streamed. So strange…

A new study from Burst Media, an online advertising firm, found that while more than half of online video viewers (53.6%) recall seeing pre-, post- or mid-roll ads in video, more than three-quarters find them intrusive.

Also, half of online video viewers say ads in video content disrupt their viewing experience. To add insult to injury, 50% of viewers also stop watching an online video if they encounter an ad. Only 43% stay tuned in to watch the ad and the rest of the video.

But here’s the silver lining: Young folks are more willing to watch ads. Among 18- to 24-year-olds, nearly 58% will stay tuned in during an ad.

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