Increase in ads no problem for ABC.com

January 28, 2009 While many online video providers boast of limiting commercials to enhance the viewing experience, the Disney-Nielsen study found that doubling the ad load in a full-length program shown on ABC.com didn't decrease customer satisfaction. The research also discovered that increasing the number of brands from one to as many as four in a single episode not only didn't diminish the advertised brand or product, but actually improved perceptions of that advertiser. Also on the panel was Donna Speciale, president of investments and activation at Mediavest Worldwide, who applauded researching viewer appetite for online commercials but also cautioned the Internet video's appeal lies in not providing the levels of commercialization on TV.

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