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Net Audience Comfortable With More Ads

Mediaweek, Wednesday, March 24, 2010 11:01 PM

Hulu might be better off simply dialing up the number of ads that run on the site, according to comScore. The Web researcher released new research at the Advertising Research Foundation's Annual Convention + Expo in New York which found that people who watch TV shows on the Web are far more tolerant of ads than once thought, and would actually stand for more clutter.

Specifically comScore found that while sites like Hulu typically serve around four minutes of ads for every hour of content served, users would be OK with six to seven minutes. The reason most online viewers (71%) watch shows on the Web is that they missed a recent episode on TV. And 67% of respondents said they chose the Web for convenience, while just 38% said their motivation to chose online over TV was that it features less ads.

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ad buys, tv, web sites

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