Commercial Breaks Online: a Comparison of Online Streaming Video and Traditional Television in Terms of Advertising Perceptions and Attitudes

While it is readily apparent to advertisers that online access of episodic television is becoming increasingly popular, there is little information regarding how use of the new medium differs from traditional television viewership. The research employed online interviews among young adult viewers of online streaming television and traditional television to determine if young adult consumers (aged 18-34) regard advertising viewed within online streaming television programming differently than they regard advertising viewed within traditional, non-recorded television programming. Results indicate that viewers are less tolerant of advertising viewed in the context of online streaming video content than traditional television advertising.

Citation:

Kelty Logan (2011) ,"Commercial Breaks Online: a Comparison of Online Streaming Video and Traditional Television in Terms of Advertising Perceptions and Attitudes", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 508-509.