Disney says Free Web TV a Hit

DISNEY SAYS ABC FREE WEB TV A HIT WITH CONSUMERS
[SOURCE: Reuters, AUTHOR: Gina Keating]
Prime-time ABC television shows were viewed more than 11 million times on the Web in the first month of a test by the Walt Disney Co. of whether consumers will watch ads online if the shows are free. An online exit survey posted the first week of the two-month trial showed that 87 percent of respondents could recall the advertisers that sponsored the episodes they watched. That compares with typical ad recall of about 40 percent for commercials viewed on television, industry sources said. A retooled version of the free site, which incorporates data gathered during the test, will be launched in the Fall, Disney Media Network Co-Chair Anne Sweeney said.
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