In the real world viewers will do anything to avoid watching advertising, but the online audience are happy to see even more. So says Comscore who told the Advertising Research Foundation’s Annual Convention in New York that internet tv viewers are willing to wasee around twice as many ads than they currently do.

Tania Yuki, director of cross media and video products at comScore said:- “We are leaving money on the table (by not carrying a heavier ad load in online videos),” . She said that only 38% of the 2,000-some people surveyed said they watch online video to avoid ads, whilst around three quarters of viewers who watch TV shows on the web (71%) do so to catch up on episodes they missed and 67% said they watched online video because it was more convenient.

Yuki said Hulu generally runs around four minutes of advertising each hour and could easily increase it to seven minutes without impacting viewer tolerance. The news is great for Hulu, who are still to make any money off their online venture. Instead of turning into a subscription based model, just double the number of ads.

Other findings from the survey respondents showed that 71% watched traditional tv only, whilst 29% watched both on and offline tv.

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