A new comScore research study reveals "cross-platform TV" viewers who watch both TV and Internet content are more tolerant of advertising during programming.
In the survey, 1,800 people responded saying anywhere from six to seven minutes of ads per hour is an ideal amount. On average, there are just four minutes of ads shown along with online TV content -- possible lost revenue that might be recouped with a couple more minutes of ad time tacked on.
The acceptable ad time information was gathered when participants were asked about ad tolerance in 1-minute increments from 0 to 15 minutes.
The findings may not be overly surprising since online video libraries often provide larger amounts of TV episodes and movies than on-demand cable and satellite services.
"While some analysts have suggested that the shift to online video reflects a consumer desire to view fewer ads, our research suggests that in many cases online TV viewers actually have a higher tolerance for advertising messages than they are currently receiving," said Tania Yuki, comScore online video director, in a statement.
This research indicates online TV viewers may have to deal with an increase in ads while advertisers become better suited to the industry. Most cross-over viewers enjoy the flexibility of watching online content whenever they wish, which is likely a driving factor behind their tolerance to ads.
What are your thoughts regarding online advertising? Are you willing to sit through two or three additional minutes of ads when viewing free online content?
