ABC Strikes $3.6 Million Worth Of Ad Deals for ABC.com

MediaPost reports:

"ABC has inked $3.6M worth of deals with 36 advertisers for its new abc.com streaming video that promotes its prime-time lineup. Media buying and selling executives equate the figure as about double the CPM viewer prices of traditional TV.  Each advertiser paid $100,000 for three months of commercial Web messages. (...) Internet pricing for streaming ads on prime-time shows equates to $25 per thousand households (CPM), say a number of media selling execs. That's double the traditional network TV pricing of around $12 CPM on households. (...)
A couple of weeks ago, Disney-ABC Television reached an agreement with ABC affiliates. Armed with a new ABC video player, stations could sell and insert local video Internet advertising. ABC will run three 30-second spots in each hour show, and two 30-second spots in a half-hour show.  Internet video advertisers will be rotated in all ABC shows. Each advertiser will get a five-second introductory spot--for example, "this limited commercial viewing of 'Grey's Anatomy' is brought to you by Home Depot." Home Depot will then get all three 30-second spots. Different unique Internet users will see different advertisers.(...)"