Random Culture and MIT Advertising Lab point to World Wrestling Entertainment’s move to get viewers to skip commercials.
In an unusual maneuver that one media agency executive described as a dangerous precedent for advertisers, World Wrestling Entertainment has started pushing viewers to its Web site 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 web 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 web site and view “WWE Unlimited,” where they’ll find an exclusive online feed of continuing “Raw” coverage.
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