ABC.com Shows to Take Local Ads
Walt Disney Co. on Wednesday said it had reached an agreement with ABC television affiliates to include local advertising in the network’s online offering of seven prime-time TV series, including “Desperate Housewives” and “Lost.”
Disney plans to reintroduce its free, ad-supported broadband video player software at ABC.com this month after a test showed that viewers could recall the interactive ads at far higher rates than on TV airings.
The player lets viewers pause and move backward and forward within an episode, but does not allow them to skip or fast forward through commercials.
On Wednesday, ABC said it had agreed to allow local affiliates to sell one ad an episode.
Episodes will contain as many as four interactive ads, three of which will feature a single national advertiser, and one ad will be local.
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