Broadband Changing The Future Of Advertising

Advertising is being fundamentally changed by the increasing usage of broadband TV, according to a new report from Nielsen Analytics. Television programmers and advertisers are finding fresh and profitable opportunities to advertise over the new medium, the report found.

Broadband TV viewers are young, wealthy and educated to a high standard, the report stated, therefore allowing advertisers to access a more lucrative demographic. Larry Gerbrandt, general manager and senior vice president of Nielsen Analytics, said: "By researching controlled broadband access, this study concludes that programmers have the opportunity to create new revenue models to benefit content owners and their affiliated stations.

"Such ad-supported models are uniquely adaptable to the broadband environment and are potentially superior to existing models because they can take full advantage of the digital environment." With broadband streams, the capability to fast-forward through commercials can be disabled, which forces viewers to engage with them, added Mr Gerbrandt. Of the US households with broadband connections, 34 per cent fell in the 18 to 34 age group and 45 per cent were in the 35 to 52 group, the report found.

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