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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. The results of the current study suggested that the single sponsorship model of the ABC Full Episode Player yielded a level of advertising effectiveness that exceeded historical benchmarks for TV. Average unaided sponsorship recall was nearly two and a half times that of typical advertising recall on TV. In addition, pretest and posttest comparisons showed substantial increases in top of mind brand awareness and positive effects on brand attributes. The results of the study will be discussed with regard to implications for online video advertising generally, with suggestions for future research to clarify issues not specifically addressed in this study.
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