ABC Says Web Viewers Will Tolerate Twice the Ads

The web is about to get a little more like TV -- minus the ad-skipping. ABC.com has started to peddle research that shows online viewers will tolerate shows with ads from multiple sponsors, much like TV. The ABC/Nielsen research concluded that adding multiple sponsors per ad break had "a minimal effect" on recall and did not affect purchase consideration or ad attentiveness. ABC said the data show that doubling the number of ads within a show from four to eight "did not affect the viewers' overall experience with the ABC.com player." If ABC.com is successful, expect other online players to follow, since demand for online spots in network shows generally outstrips supply.