Looking to tap new revenue through online ads, attract new viewers and keep loyal fans, broadcast networks are making bigger, riskier bets on Internet delivery of their shows. The challenge is to grow viewership online without cannibalizing traditional ratings and DVD sales while making more money on programming seen on the Web. But online audiences are still limited, a stumbling block that's expected to be a hot topic at the National Association of Broadcasters' annual gathering, which starts Monday in Las Vegas. Networks now charge more per thousand viewers online than they do over the airwaves, where the average for a primetime show is about $25. Analysts put the online rate anywhere from $35 to $50 per thousand, though there are millions more potential traditional TV viewers. Advertisers pay more online because there is a better accounting of how many viewers see the ads and an extra benefit that an impulse to purchase can be acted on with the click of a mouse.
- Broadcast Gains Over Ad-Supported Cable
- Viewership Steady For Cable, Broadcast Nets
- Ad-Supported Cable Dips, Broadcast Rises
- Viewers Disenchanted with Network TV
- Online Spats Mean less Free TV On Web
- TV goes overboard with Internet
- TV Everywhere: Innovation or control?
- Cable's summer of love
- Disney to include local ads with ABC shows online
- Media Cos. Plug Product Placement at FCC
- Big Data in More Hands
- Product Placement On TV Targeted
- You Are What You Watch, Market Data Suggest
- Ad-Supported Content Tops With Connect TV Users
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