In a survey of 1,800 U.S. Web users, comScore claims that online TV viewers are willing to watch between 6 and 7 minutes of ad content per hour, higher than the 4 minute average currently served. The survey respondents were grouped into TV-only viewers (65%), TV+online viewers (29%) and online-only viewers (6%). Among those who watch TV episodes online, 71% said they do it because they missed an episode, compared with 57% for convenience, and 38% who said it was because they had to watch fewer ads. Three-quarters of those surveyed said a prime motivation for watching TV shows online is the ability to watch shows on their own time.

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