Good old Disney. Having the guts to experiment, being brave enough to step out there ahead of t'others.
Prime-time ABC television shows were viewed more than 11 million times on the Web in the first month of a test by Walt Disney of whether consumers will watch ads online if the shows are free.
An online exit survey posted the first week of the two-month trial showed that 87% of respondents could recall the advertisers that sponsored the episodes they watched.
That compares with typical ad recall of about 40% for commercials viewed on television, industry sources said.
... there goes TV advertising, eventually. Meanwhile, for the rights management zealots out there:
The test also showed that making the episodes available on online platforms is not decreasing the amount of traditional television viewing of those shows.
Experimentation is better than sitting around looking fearful.
Related & fascinating: CEA stands up for home recording.
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