In Depth

Online Viewers Not Hostile to Ads

ABC has learned that doubling the ad load from four to eight in its online primetime shows doesn't decrease consumer interest in watching shows online, said Albert Cheng, executive VP of digital media with the Disney-ABC Television Group, during an afternoon panel at NATPE.

During its research, the network also learned that it can run ads for anywhere from one to four brands without impacting brand favorability. "People still find the user experience enjoyable when there are more brands in a single episode, and that doesn't decrease the ad recall or the viewing experience," he said.

However, advertisers are wary of too much clutter, said Donna Speciale, president of investment and activation with MediaVest Worldwide, during the same panel.

"You have to be careful because the TV landscape has gotten crazy with commercials, so I'm a little nervous," she said. "I think people are going online because they can be free to see their content without too many ads. The key is walking that fine line and balance before we push them over the edge of being pissed."