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Ads a Fair Price For Free Online TV

More than four out of five Internet users say it's "reasonable" for free online TV shows to include advertising, according to new research by Ipsos MediaCT.

The survey, conducted last February, found respondents were a little less warm toward ads in full-length movies online, with 75% giving ads the thumbs up. Ads would be acceptable in free music videos, short news or sports clips, according to two out of three respondents.

"If it's premium content, people are willing to sit through ads. It's something that consumers already expect," said Adam Wright Ipsos director. "That can be reassuring for many of the people who are trying to crack the code [of ad-subsidized video models]."

Read the whole story at Advertising Age »

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