Wait a second…all consumers don’t prefer ad-supported video?

AdAge reports that 72% of respondents in a recent survey say that "they would be more likely to download a TV program in exchange for watching an ad."

What I want to know is, why isn’t that number closer to 100%?  Do the other 28% not understand how to ffwd?  The 72% know they can just ignore the ads, even if they can’t be skipped – they can just tune out for 30 or 60 seconds and then tune in to the content, or are multi-tasking anyway.

Advertisers should push for a guaranteed impression, using something interruptive like click to continue at the end of an ad.

As for pricing – at the [arbitrary] price of $1.99 per video, that’s $1,990 per thousand viewers…but so many factors come into play like targeting and context that it’ll be very interesting to see the rate cards on this one.