The Interpublic Group of Cos. agency also issued a list of the top 10 programs pirated around the world
April 13, 2005
BOB GARFIELD'S 'CHAOS SCENARIO'
A Look at the Marketing Industry's Coming Disaster
April 4, 2005
AT-HOME BROADBAND CHANGES ONLINE ADVERTISING LANDSCAPE
Major Portals and Advertisers Grapple With New Demands and Opportunities
March 28, 2005
CLEAR CHANNEL TO WEBCAST VIDEO MUSIC PROGRAMS
Uses MTV-like Format for New 'Stripped' Show
Feb. 22, 2005
YAHOO TO WEBCAST 'FAT ACTRESS' TV PREMIERE
Move Marks Portal's Expansion Into More TV-Based Online Content
Feb. 9, 2005
iMEDIA SUMMIT BUZZES OVER BROADBAND, RICH MEDIA
Mainstream Marketers Sharply Increase Online Ad Spending This Year
Feb. 8, 2005
YAHOO'S MEDIA DIVISION MOVES TO HOLLYWOOD
Former ABC Entertainment Executive Lloyd Braun Plans Big Changes
Jan. 31, 2005
BROADBAND REACHING CRITICAL MASS IN U.S.
Study Predicts Major Changes in Online Advertising This Year
Aug. 23, 2004
MORE THAN HALF OF WEB SURFERS NOW USE BROADBAND
Broad Audience Reach Has Important Implications for Marketers
Just the beginning
"As broadband access continues to grow and as access speeds continue to increase, we believe that we are only observing the beginning of these phenomena," the Magna Global report said.
It also quotes Envisional, a U.K.-based peer-to-peer traffic-monitoring company, which claims that on a worldwide basis, downloads of 24 via BitTorrent rose from an average of 35,000 for each episode from last year's season to 95,000 for each episode this year. Likewise, downloads of ABC's Desperate Housewives rose from 40,000 for the debut episode in the fall 2004 to 60,000 for more recent episodes.
The German-based SR Consulting found that season one episodes of NBC's Joey were downloaded 25,000 times in the U.S. and 100,000 globally during the period of Jan. 15 to Feb. 26.
The report, written by Brian Wieser, Magna Global's vice president and director of industry analysis, takes traditional media companies to task for not better exploiting the online world as an area for potential revenues.
Media companies, however, tend to argue that protecting their lucrative DVD revenues is more important than Webcasting programs for online pirates to copy.
The study also suggests that product placement will become even more important as downloaders strip out traditional spots. Possible ways of exploiting peer-to-peer networks, according to the study, include distributing classic commercials for free, trial versions of software or branded entertainment content with a consumer "call to action."