ABC.com To Experiment With More Ads Per TV Stream

Authored by Jay Baage on May 2, 2008 - 6:34am.

New York – Viewers of video at ABC.com might soon be seeing two advertisements, one after the other, within each video break. "It would be premature for us to say people only want one ad," said Albert Cheng, executive vp digital media at Disney-ABC Television Group (NYSE: DIS), to the Hollywood Reporter. "It's a likely sort of thinking, but we want to push it a little bit to see how it would go."

With the placement of two commercials per break, ABC is breaking from the industry standard which has been to place one advertisement per break, lasting from 15 to 30 seconds, two or more times per online television episode.

ABC points out that the strategy of placing two commercials per break is just an experiment and leaves open the possibility that they won't continue. Mr. Cheng explained to the Hollywood Reporter that “if research shows that users don’t want more ads per break, Disney won’t pursue the strategy.”

Joakim Baage

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