RT Journal Article
SR Electronic
T1 Exploring the Effectiveness of Advertising in the ABC.com Full Episode Player
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 320
OP 328
DO 10.2501/S0021849908080483
VO 48
IS 3
A1 Mark Loughney
A1 Martin Eichholz
A1 Michelle Hagger
YR 2008
UL http://www.journalofadvertisingresearch.com/content/48/3/320.abstract
AB 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.