Fox's recent Web play for "The Simpsons," which involved placing a seven-minute clip from the show online in advance of the 18th season premiere of the series. Burger King was the exclusive sponsor, running both pre- and post-roll ads. Fox also gave the Simpsons wide play throughout its network; Homer Simpson's football predictions for that weekend's NFL games, for instance, ran on FoxSports.com.
In the three days that the Simpsons clip was available on Fox properties, it garnered 1.4 million streams, Levinsohn said. What's more, 80 percent of MySpace users watched five minutes of the clip, he added, while 50 percent of visitors who streamed the clip from Fox.com saw the entire video. Based on those numbers, Fox now is mulling similar initiatives for other types of premium video.
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