Internet TV service Hulu will begin charging advertisers only when 100 percent of an ad has been streamed.

"Hulu advertisers will not be charged unless their advertisement has been streamed through completion; in other words, an advertisement that has been 100% delivered. There will be no extra cost to Hulu advertisers for this service," said JP Colaco, SVP advertising at Hulu, in a blog post. The new pricing model will apply to advertisements served on both Hulu's free and subscription services.

For the year ended December 31, 2011, Hulu's revenue totaled $420 million, an increase of 60 percent over 2011.