Survey: TV Ad Model Has Promise for Web

Posted Tuesday, September 30, 2003 12:00 am

By: David Kaplan (Adweek.com) If advertising keeps me from paying for Web content, fine. Just don't throw it in my face.

That seems to be the prevailing attitude of Internet users today, judging from the latest study of online usage released last week by Arbitron and Edison Media Research. The findings suggest placing messages before or during streaming media may be an effective communications option in the $6 billion-plus online ad market.

Based on data from "Internet and Multimedia 11: New Media Enters," a phone survey of 2,000 Americans conducted in July, some 50 million Americans used Internet audio or video within the month leading up to the study. A solid majority of respondents -- 61% who tune to Internet audio and 59% who watch Internet video -- prefer free-programming models supported by ads over subscription and other models.

However the survey reveals a continuing frustration with many forms of online ads: One-quarter of respondents who have Internet access at home said they use software to block certain forms of Web ads.

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Survey: TV Ad Model Has Promise for Web

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