In the study, online video viewers were randomly exposed to different amounts of adertising. One set of viewers was shown about a minute of ads an episode; the second set of viewers was shown eight to 10 minutes of ads; and the third was shown 16 to 20 minutes worth of ads.
Viewers of 30-minute TBS sitcoms like “Meet the Browns” watched, on average, 40 percent of the episode, including the ads, if there was one minute of ads and 37 percent of the episode if there were 16 minutes of ads.
Viewers of 30-minute TBS sitcoms like “Meet the Browns” watched, on average, 40 percent of the episode, including the ads, if there was one minute of ads and 37 percent of the episode if there were 16 minutes of ads.
Viewers of hourlong TNT shows like “Memphis Beat” watched 59 percent of the episode if there were one minute 15 seconds of ads, and 49 percent of the episode if there was 20 minutes of ads.
The takeaway is that viewers watched, on average, for the same number of minutes no matter how many ads were embedded within the program.
The takeaway is that viewers watched, on average, for the same number of minutes no matter how many ads were embedded within the program.
The Turner research also suggests that online viewers often do not watch an entire episode, just as they channel-surf while on the couch.
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