ABC's experiment becomes permanent

From Jeff Jarvis comes this gem via a pending Ad Age article on the ABC experiment with ad-supported online programming. The network says it’ll become a “real” offering beginning in October, because the experiment earlier this year was such a success.

The network said the experiment was a success for advertisers given that research showed users had 87% recall of the advertisers involved. (Average recall of advertising on TV is about 24%.) Each program that was streamed was supported by a single advertiser.
This is an important piece of data as it relates to the diminishing value of the 30-second spot paradigm. Will advertisers pay a premium for 87% recall? You betcha. Will the 30-second spot ever go away? Not a chance.

It’s also another significant blow to network affiliates, because it reduces the rerun value of primetime programming. I’ve been predicted for years that the programming value of net affils will be steadily diminishing, because the web eliminates the need for middlemen.

This’ll be my last post from Nashville. I’ll be westbound later today and hopefully blogging again later in the week.

Comments

  1. Hi Terry,

    I guess you’re busy with moving so may be you didn’t read the email, which I sent to your donata address.
    Just wanted to know if it would be okay for you if I put the interview on citizen journalism in that part of my thesis that can be read by the public.

    Gregor from Germany

  2. HI TERRY,
    SINCE YOU ARE MOVING WILL YOU STILL BE BLOGGING. I READ THEM EVERY DAY .I WILL MISS YOU IF YOU WILL NOT BE BACK, TAKE CARE ..GOD BLESS

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