Average recall of advertising on TV is about 24%. Each program that streamed was supported by a single advertiser.
Advertisers who tested the concept of advertising in TV shows that consumers could watch from the network's website included AT&T, Cingular, Ford Motor Co., Procter & Gamble Co., Toyota, Unilever's Suave, Universal Pictures and Walt Disney Pictures.
Affiliates to get results
The test results will be shared with ABC's affiliates. ABC will tweak some aspects of the site design, but Ms. Sweeney didn't reveal what aspects would change. "I would do it with advertising again," she replied when asked if it might become a paid subscription service rather than a free ad-supported service.
Shows such as "Lost" and "Commander in Chief" received some 11 million downloads in the first four weeks of operation. The two-month-long test ended June 30. Ms. Sweeney said ABC had used the streaming media test for three sets of research data that included "server information, focus groups and exit interviews." ABC did not sell the product in the upfront, preferring to save sales talks for the scatter market. It is unclear if any of the launch advertisers will return.