Online Viewers Will Accept More Ads

ComScore recently conducted a study of online TV viewers <http://www.dmwmedia.com/news/2010/04/01/survey-online-tv-viewers-willing-watch-more-ads> and found that a large majority agreed that they would be willing to sit through more spots than they do now. Hulu typically airs 4 minutes of spots per hour. Respondents to the comScore study indicated that the sweet spot was 6-7 minutes of spots per hour, not a lot by over-the-air standards, but a significant percentage boost over current online spotloads.

One of the goals of the study was to find out the motivations for viewers to using online TV sites; was it the on-demand aspects, fewer spots, or general convenience. The top reason for watching online were:

• 71% - Because they missed an over-the-air episode
• 57% - Convenience
• 38% - Fewer ads than over the air