Tuesday, February 9, 2010

Online Video One Step Closer to TV-Sized Ad Loads

NEW YORK (AdAge.com) -- In the short history of online TV-watching, one standard has largely held fast: Shows that run online have significantly fewer ads than shows that run on the boob tube.

But that could soon change.

Starting this fall, Nielsen intends to start making available data that take into account viewing of commercials that run in a particular show, no matter whether they are seen online or on TV. The data will be made available for evaluation starting this September and are intended to become the basis for ad negotiations in February 2011.

But here's the catch: For Nielsen to be able to provide the commercial rating, shows seen online will have to have the same group of commercials that run on TV. If this system were adopted en masse -- and it's not clear that it would be -- online viewing might be crammed just as full of commercials as the more traditional TV-watching experience.

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