'Simpsons' draws higher ad rates on Web than on TV

The San Jose Mercury News reports:

Television programs such as "The Simpsons" and "CSI" are for the first time commanding higher advertising rates at Web sites including Hulu.com and TV.com than on prime-time TV.

The premium rates in the just-ended 2008-2009 television season are mainly for shows that rank among the most-watched by Nielsen, said David Poltrack, chief research officer at New York-based CBS, which is home to "CSI" and owns TV.com.

Marketers, who are now considering commitments for the 2009-2010 TV season, are willing to pay more because TV.com. and Hulu.com., owned by investors including News Corp., NBC and Walt Disney, provide committed viewers who actively seek out shows. There are fewer commercials, and consumers are twice as likely to recall Web ads, Poltrack said, citing Nielsen.

"The reason people are paying such a high premium for these ads on the Internet is they do have a captive audience," Poltrack said. "You know you have eyes on the screen."

Big story. Those who say the internet can't be monetized should think twice and read this one.