Nielsen Analytics are said to reveal a study, entitled Whatever, Whenever, Wherever: How Broadband Is Redefining the Economics of Television (phew!), today about the benefits of advertising in broadband-tight areas of the internet. We’re talking video ads here, or ads in conjunction with video clips at least.
“The study concludes that programrs have the opportunity to create new revenue models to benefit content owners and their affiliated stations,” said study author Larry Gerbrandt, head of Nielsen Analytics. “With broadband streams, for example, fast forwarding through commercials can be disabled making it more likely the consumers will watch the spots and possibly interact with them.”
This is, however, not at the expense of TV itself:
At the same time, the study affirms that viewing video on broadband platforms has not come at the expense of traditional TV watching for many viewers. Household television usage has climbed consistently by more than an hour per day during the past decade, peaking at an average of more than eight hours a day during the 2005-06 TV season.
The Hollywood Reporter has more, sharing parent company with Nielsen Analytics and all…
So they concluded that video ads are a good idea, and that YouTube haven’t replaced the telly yet? Great work, hopefully there are more interesting tidbits in the actual study. Or perhaps this is exactly what old media needs to hear, get tattooed in the forehead, slammed in print and newspaper. My guess is that most of the 901am readers silently breathes “duh†when reading about this. Don’t tell me I’m wrong…
Originally posted on January 24, 2007 @ 12:21 pm