By our count, viewers watching the Summer Olympics on TV were, on one night, inflicted with 91 ads between 8 p.m. and midnight. Of those 91 ads, seven (about 8 percent) listed Web addresses. The Web-aware advertising companies were Reebok, Kodak, NBC, and Xerox and IBM (both twice). The next day, in the Boston Globe, we counted 121 display ads, six (5 percent) of which had Web addresses.
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