ABC Free Web TV Wows Consumers, Claims Disney

21 June 2006

It's been a Zippity-Doo-Dah month at the Walt Disney Company following the release of data on month one of its two month trial offering primetime ABC television shows for free via the internet.

Mister Bluebird on the shoulder of Disney Media Network co-chair Anne Sweeney trilled of over eleven million online viewings last month. Even more 'Satisfactual' were survey findings showing that 87% of respondents recalled the advertisers sponsoring the episodes they watched.

"It provided us with a great deal of information about our viewers," revealed Sweeney. "This technology has proved to be additive to linear television."

In just one month the pilot program outperformed the results Disney obtained over a nine-month partnership with Apple Computer's iTunes, in which it offered ad-free episodes of hit television shows for download at $1.99 each.

Sweeney hailed the preliminary results of the latest test as "very heartening", opining that Disney would have no trouble attracting advertisers for's shows. A revamped version of the free site, incorporating data and lessons learned during the test, will be launched in the Fall.

Data sourced from Washington Post Online; additional content by WARC staff