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Nielsen presented research results this week which concluded that adding multiple commercials per ad break to web video content had “a minimal effect” on recall and did not affect purchase consideration or ad attentiveness.  ABC, in response to the research maintained their data show that doubling the number of ads within a show from four to eight “did not affect the viewers’ overall experience with the ABC.com player.”

With ABC reporting these results, we should expect other online players to follow, since demand for online spots in network shows generally outstrips supply.   The caution here is this is just the beginning of another cycle whereby advertisers begin the cycle of infiltration, saturation, and exploitation.  In the end the consumer is not the happy camper any longer.  Here we go again…  (3 years max?)

Check out examples of content with ad placement…ABC.com, CBS.com, TV.com, Hulu, TVLand.com, Foxnews.com, CNN.com, etc…

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