ABC's debut of its prime-time shows on the Web drew more than 11 million views during its one-month test, the Walt Disney Company said Monday. Viewers were asked to complete an exit survey after
viewing the programs; the surveys say that 87 percent of respondents could recall the advertisers' sponsoring the episode they watched. That's about twice as high as for commercials on television,
Reuters said. While the total reach doesn't really compare to television--"Lost" can easily draw an 11.0 on a good night--the brand recall is such that ABC will be very happy with its test results.
Don't forget, too, that many more U.S. consumers have access to network television than they do to broadband video--and broadband video will only continue to grow. The test, in one month, had
outperformed sales on iTunes in the previous nine, the article said. Anne Sweeney, Disney Media Network's co-chair, said a retooled version of the free site is set to launch in the Fall--"but the
shows offered will change over time." They certainly will--"Commander in Chief" has been cancelled--but whether or not other shows won't return remains to be seen. You can be sure "Desperate
Housewives" and "Lost" will be around for another season.
Read the whole story at Reuters.com »
