(AdAge.com) -- Fox has secured agreements with about a dozen advertisers to supply them with inventory from online-video site Hulu to make up for ratings shortfalls on its broadcast network, according to the News Corp. network's top ad-sales executive. The move is the latest signal that marketers are growing more comfortable with the idea that consumers who watch TV via the web are comparable to a more traditional TV audience.
Fox routinely purchases inventory from Hulu -- owned by its parent, News Corp., as well as NBC Universal and Walt Disney Co. -- to sell as part of broader sponsorship packages or in the normal course of sales, said Jon Nesvig, Fox Broadcasting's president-sales, in an interview. This season, he said, the network's need to provide additional inventory to marketers due to lower-than-guaranteed ratings on its fall schedule -- a practice known in the industry as providing "make goods" -- prompted a different solution.
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