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Advertisers Sign On for ABC's Online Shows

Toyota, Verizon and Century 21 Among 35 Marketers

By Published on .

NEW YORK (AdAge.com) -- Thirty-five advertisers have signed on for the return of ABC's broadband streaming of its prime-time shows starting next month. Among those advertisers are Verizon, Toyota Motor Sales and real-estate giant Century 21, according to executives with knowledge of the new offering.
ABC has not yet said which shows will be available online, but 'Lost' was among those shows featured in a spring test.
ABC has not yet said which shows will be available online, but 'Lost' was among those shows featured in a spring test.

Toyota had been part of ABC's original two-month-long test that began in May and was offered on a limited basis to 10 advertisers, among them AT&T, Ford Motor Co., Johnson & Johnson, Pfizer, Procter & Gamble Co., Unilever's Suave, Universal Pictures and Walt Disney Pictures.

16 million video streams
Unilever had also commented publicly that it had a very positive experience and was looking at future opportunities with ABC. That streaming test yielded 16 million video streams, which included the ads, and 5.7 million episode requests for shows including "Lost," "Desperate Housewives" and the now-canceled "Commander in Chief."

ABC had no comment on the status of the streaming experiment. It is not yet clear which TV shows would be offered online at ABC.com. The network did not offer the streaming-video product to advertisers during the upfront.

In a survey conducted by Frank Magid Associates for ABC, most people said they visited the streamed programming at ABC within 24 hours because they had missed the original broadcast, indicating that streaming did little to take away from the broadcast audience. The online offering was used equally by men and women and the average age of the user was 29.
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