The CW plans to double the number of commercials it runs in Web versions of its shows, bringing them to par with the number of commercials in the broadcast versions, the Wall Street Journal reports [The WSJ uses a subscription model. A non-pay version of this story is at fierceonlinevideo.com)
The network said that more of its viewers are checking out its shows online. With parity in the number of ads, regardless of where viewers see them, the network is hoping to sell combined Web/TV packages to advertisers, the WSJ reports.
The key will be to find out if the viewers of CW shows online mind the same number of commercials that the network shows on broadcast.
"What they're seeing is that their audience isn't going to necessarily be traditional linear TV viewers," said Donna Speciale, top buyer at Publicis Groupe SA's MediaVest USA. The company will start bumping its online ad buys on CW shows next month. "We're willing to test with them to see what kind of legs this has for the future."
This isn't the first Time Warner property to experiment with bumping ad loads to that of traditional broadcast levels. Its Turner Broadcasting Systems property last November said it would begin doubling ad loads to a full run of 20 30-secord spots per hour on shows like TNT'S "The Closer."more »
No comments:
Post a Comment