The research results were as follows.
The reason most online viewers – 71% - watch shows on the Web is that they missed a recent episode on TV. Sixty-seven percent of viewers say they watch shows on the Web because it’s more convenient.
Only 38% of online viewers said their motivation for choosing to watch shows online over watching them on TV was that shows that ran online had fewer ads.
The conclusion by the researchers?
Web video audiences are OK with more ads. Which means sites like Hulu and Fancast would be smart to start streaming more ads then they currently do.
This is what happens when we let researches call the shots.