With their recent two-month broadband experiment over, Disney-ABC (DIS) announced that their offerings resulted in 16 million video streams and 5.7 million episode requests, according to a report by Ad Age. Disney-ABC added that the campaign will be started again in October.
The network offered "Lost," "Desperate Housewives," "Commander in Chief" and "Alias" in exchange for viewing ads that couldn't be skipped.
The great majority of shows watched were within 24 hours of the original broadcast. The reason given by most for using the service was that they had not been able to watch it on TV: In other words it was the convenience provided.
Albert Cheng, exec VP-digital media, Disney-ABC Television Group, said, "We have been extremely pleased with the consumer feedback from the trial, and are busy working on some minor adjustments to the broadband player in order to again make full episodes available to consumers this fall, when we relaunch, the basic concept of ad-supported, free-to-the-consumer full-length episodes will return along with some added features to enhance the consumer experience."
Almost 80 percent of the viewers considered the experiement a very positive experience, while 87 percent said they would definitely recommend it to others.
Around the same amount of men and women participated in the service with the average age being 29. More importantly, 87 percent were also able to remember who the main advertiser during the show was. This compares with the normal 40 percent recall that is usually experienced by viewers. Great news for those offering video-on-demand.
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