ABC.com is about to find out whether one good ad deserves another.Disney-ABC Television Group will begin conducting research next week on inserting multiple commercials into ad breaks for prime-time series on its broadband player.
The industry standard for streaming full-length episodes restricts commercial pods to a single marketer. "Limited commercials" has been a selling point for all platforms that provide longform programming, including ABC's rival networks and platforms like Hulu.com.
"It would be premature for us to say people only want one ad," said Albert Cheng, executive vp digital media at DATG. "It's a likely sort of thinking, but we want to push it a little bit to see how it would go."
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