No one wants their show to be interrupted, especially by a commercial about a minivan. But we used an abc.com pre-roll buy to try to change people's minds. They could click away after 15 seconds, but loads of people didn't. We had no budget, no studio or professional voice talent, but the motion graphics & long form seemed really new. 2 months later Denis Leary, Ford and the Motrin scandal made the device feel like the technique of the week. Anyhow, the adventure continues.
