Web Video Viewers Logging More Hours

Three-quarters of online video viewers watch more video than they did a year ago, and more than one-half expect to watch even more next year, according to a study conducted by Taylor Nelson Sofres and sponsored by AOL and Google.

Nearly two-thirds of respondents said they preferred keeping ads on video Web sites if it meant that content remained free.

"This study confirms that consumers accept video advertising in exchange for a free viewing experience, which is good news for advertisers," said David Klein, vice president of TNS, in a statement. "As with advertising across all media, if the video advertising is relevant it can contribute to and enhance an engaging media experience, not impair it."

More than three-quarters of respondents said that online video ads were as good as television for learning about advertisers. More than six in 10 respondents said they had taken some action after seeing an online video ad.

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