• Media Buyer Planner, Thursday, November 25, 2010 10:51 PM

Turner Broadcasting has released research, conducted with Magna Global, which the company says indicates a willingness by online video viewers to watch higher ad loads. Online streams of TV shows could support as many ads as broadcast television shows, Turner says via The New York Times.

The test had Turner assigning visitors to its TNT and TBS Web sites. The first set saw about 60 seconds of ads, the second between 8 and 10 minutes of ads, and the third 16 to 20 minutes of ads. For 30-minute shows, viewers tended to watch 40% of the episode if it had a minute of ads, and 37% of the episode if it had 16 minutes of ads. For hourlong shows, viewers watched 59% of the episode if there was just over a minute of ads and 49% of the episode if it had 20 minutes of ads. Last spring, the CW announced that it was doubling the number of commercials it airs in Web versions of its TV shows.

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