ABC to Tout Success of Streaming

May 16, 2006  •  Post A Comment

ABC will announce Tuesday that its test of free, ad-supported streaming of some of its shows has generated about 2.5 million views in two and a half weeks, an ABC spokesman said.

In ABC’s test, viewers are not able to skip the three commercials in the shows, which include hits “Lost” and “Desperate Housewives.” Those commercials are running up an 86 percent recall rate, according to ABC, more than double the typical TV commercial.

Digital programming is attractive to advertisers, who expect to get an audience that’s very engaged with the programming. The networks are eyeing the platform as a way to generate new ad revenues, or at least avoid losing them to Internet competitors. All of the broadcast networks are touting their online programming during this week’s upfront presentations to advertisers.

On Tuesday morning, the new MyNetworkTV, during its initial upfront presentation, showed off several examples of digital programming that were available for sponsors. NBC spent a large portion of its presentation Monday on its digital programming initiatives.