Apparently, online video viewers don't mind eight advertisements any more than they minded four, at least according to ABC. A TVWeek.com story focuses on one of the panels at NATPE conference:
ABC has learned that doubling the ad load from four to eight in its online primetime shows doesn't decrease consumer interest in watching shows online, said Albert Cheng, executive VP of digital media with the Disney-ABC Television Group, during an afternoon panel at NATPE. During its research, the network also learned that it can run ads for anywhere from one to four brands without impacting brand favorability. "People still find the user experience enjoyable when there are more brands in a single episode, and that doesn't decrease the ad recall or the viewing experience," he said. However, advertisers are wary of too much clutter, said Donna Speciale, president of investment and activation with MediaVest Worldwide, during the same panel.
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