Exploring the Effectiveness of Advertising in the ABC.com Full Episode Player

The ABC Television Network has undertaken a series of research projects to understand the effectiveness of advertising in online streaming of TV episodes on ABC.com.

Exploring the Effectiveness of Advertising in the ABC.com Full Episode Player

Mark Loughney and Michelle HaggerABC Television Network

Martin EichholzFrank N. Magid Associates


In October 2005, the Disney-ABC Television Group began making television programs available to consumers on alternate delivery platforms. The company's goal was to combine the network's popular programming content with the most current technology, to more effectively reach consumers any place, at any time, in the most immersive media environment possible. The first such distribution effort was a partnership with Apple's iTunes that made ABC programming available to consumers for purchase and...

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