Overhype

by Mike Masnick


Filed Under:
csi, online ads, simpsons, tv ads



Online Ad Rates Higher On Certain TV Shows Than TV Ad Rates

from the go-simpsons dept

We were just being told by a supposedly respectable media analyst that things like Hulu were anti-American, because it gave away content for "free" and could potentially bring down the entire media business. Yet, it appears that media businesses are learning how to monetize that online content quite well. Bloomberg notes that for shows like The Simpsons and CSI, online ad rates are actually higher than TV ad rates. There are good reasons for this, including the fact that advertisers recognize viewers of shows online are more committed to the shows -- in that they actively chose to seek out and watch that show, as opposed to just having the TV on in the living room while doing something else. Also, people are more willing to watch those ads, in part because they're shorter and they don't have to watch as many to get to the content they want. Now, it is true that the number of viewers still represents a substantial difference and that media companies rely heavily on carriage fees from cable companies and the like. But the idea that ads can't support TV shows online doesn't seem to be based on anything in reality.

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  1. identicon
    spencerMatthewP, 29 Jun 2009 @ 10:36am

    Hulu Did what I thought was impossible

    I almost couldn't believe it at first. There I was watching the latest season of SG-1 released to Hulu. An ad came on, I turned the volume up to hear what they were saying. I did this 2 or three times until I realized it. I was paying attention to the ads. Prior to this Hulu was going the route of CBS. Making the ads 10 times louder than the show. When the ad came on, I muted it, and went to surf the web for a while. Now with the quieter ads, I'm amazed that I'm actually paying attention to what they're advertising. Amazing. In other words, Hulu is giving their advertisers far more bang for their buck than regular TV, or any other web service like it. Congratulations Hulu, and thanks for saving my ears.

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