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Online TV Viewers Tolerate More Ads

Television Broadcast, Monday, September 20, 2010 12:41 AM

People who watch TV shows online will tolerate about twice the amount of ads the medium now averages, per comScore research. "Across ages 18-49, seven minutes per hour represents the upper limit of advertising load for which viewers will remain engaged, with just over 6.5 minutes being the middle ground for achieving maximum engagement," says comScore's Tania Yuki. "Importantly, this 6.5 minute threshold represents an ad load that is more than 50 percent greater than what is currently being served to online audiences."

The survey took into account age, income, platform preference, reasons for viewing online, satisfaction with TV and opinions on advertising. Six per hour was "at the low end of expectations across all age groups, revealing that there is nothing to be gained by ever lowering ad loads beneath this threshold," Yuki said. comScoreGraph. This low end was similar across demographics, but the tolerance threshold varied.

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ad buys, online, television

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