Brian Frons to Ad Age: "ABC Soaps Reach 57 Million Viewers"

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ABC Daytime/SoapNet head honcho Brian Frons recently spoke to Advertising Age about how the advent of SoapNet and the DVR are affecting the way viewership of ABC's stable of soaps is being measured. 

"We now have so many different bites at the apple," said Frons.

According to the executive, ABC reaches about 57 million viewers in a three-month period between airings on ABC and SoapNet. However it is the differences that make up the audiences who a.) Watch the show during its regular 3 p.m. ET timeslot. b.) Watch it on SoapNet or b.) Watch a DVR recording, that is perplexing advertisers who are trying to figure out how to best measure the varied audiences and their viewing habits. For more on Frons and the challenges soaps are facing from an advertising perspective read here.