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

Mark Loughney, Martin Eichholz and Michelle Hagger

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

INTRODUCTION

In October 2005, the Disney-ABC Television Group began making television...

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