(reg. req.) This is hugely disruptive for advertisers: World Wrestling Entertainment has started pushing viewers to its website during commercial breaks in “Monday Night Raw” on USA Network. Rather than halting the event when USA cuts to commercial, WWE shifts its live wrestling coverage to its site. Several times throughout each “Raw” telecast, viewers are prompted by graphics and comments from on-air talent to use the commercial breaks to go to WWE’s site and view “WWE Unlimited,” where they’ll find an exclusive online feed of continuing “Raw” coverage.
Some concerns from advertisers and planners. “The concern is you’re pushing people away from the program to the Internet. [USA is] being paid for their ability to the deliver the audience to the commercial. And if the computer is not in the same room, do they leave the room to go to the computer? Does a viewer really want to interact that way?” said said Lyle Schwartz, managing partner at Mediaedge:cia.
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