Prepare for the devastation
of online television

Starting this week, ABC will insert multiple commercials into ad breaks within shows streamed online. Each break typically serves one :15 or :30 commercial.

Because the medium is new, the standard for streaming TV shows is one spot per break. Some sites, like Hulu, give users the option of watching a single two-minute trailer at the beginning of a show, in exchange for an otherwise uninterrupted experience.

ABC said it hopes to learn whether viewers are resistant to multiple spots. No solid research suggests ad quantity affects viewer opinion, the network added.