A Very Thorough Survey

By Hayley Raynes
In a completely unscientific study of online TV show watchers (myself), I have concluded that when it comes to commercials, less is most definitely more. When I say online TV shows, I am referring to the viewing fare available at abc.com. These shows, which include Grey’s Anatomy, Ugly Betty and Lost, are offered with limited commercial interruption, because each viewing is sponsored by just one company (Remax Realty, Nissan, Disneyworld, Florida Orange Juice, etc.). There are only a few commercials throughout each show, and they play one at a time.
From the standpoint of the viewer, what’s not to like? During an hour long show, I would much rather watch two minutes of commercials than almost twenty minute’s worth. From the standpoint of the advertiser, this is also a great setup. ABC online offers exclusive sponsorship. This means that the advertiser’s message actually gets heard. There is no competition with other advertisers. There is no flipping to see if something else is on, and there is no Tivo-ing the commercials away. Plus, the commercials are interactive. The viewer is automatically directed to the commercial page for thirty seconds, and after the thirty seconds are up, it is up to the viewer whether or not to continue viewing the commercial or return to the show. To maintain interest, most advertisers offer games and puzzles, extended product information, more viewing material, etc. What I found interesting was that I ended up watching commercials that were longer than thirty seconds even though I didn’t have to.
As of right now, I like what ABC has done with their online content, and I am interested to see how it will evolve. I think that ABC has succeeded in creating an advertising forum that takes into account our ever shortening attention spans. What I wonder is, as online show viewing gains in popularity, will they continue to present in this format? Or will they kill the goose by adding more and more ad content? Only time will tell.