“Prime-time ABC television shows were viewed more than 11 million times on the Web in the first month of a test by the Walt Disney Co. of whether consumers will watch ads online if the shows are free,” Gina Keating reports for Reuters.
“An online exit survey posted the first week of the two-month trial showed that 87 percent of respondents could recall the advertisers that sponsored the episodes they watched,” Keating reports. “That compares with typical ad recall of about 40 percent for commercials viewed on television, industry sources said.”
“The ABC.com pilot program in one month outperformed the results Disney has seen in its nine-month partnership with Apple Computer Inc.’s iTunes to offer episodes of its hit television shows for download, without commercials, for $1.99 each,” Keating reports. “Since last October, Disney has sold more than 6 million downloads of shows like ‘Desperate Housewives,’ ‘Lost,’ and ‘Alias’ on Apple’s iTunes Web site. Albert Cheng, executive vice president of digital media for Disney-ABC Television Group, said iTunes sales of ABC shows have remained consistent throughout the trial.”
Full article here.
ABC’s online ad-supported full episodes: http://dynamic.abc.go.com/streaming/landing
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