NEWS3 December 2013
US — Comcast and Nielsen have announced plans to implement a new solution aimed at monetising the window of on demand commercial viewing.
Nielsen’s current C3 ratings model measures on demand commercial viewing within three days of a show’s live airing, but only works with the most recent episode. Commercials featuring in older episodes do not receive commercial ratings credit for views.
To address this, Comcast and Nielsen are trialling a new advertising product, ODCR (on demand commercial ratings). This products enables the partners to “insert the full C3 ad load not only into the most recent TV episode, but into every prior episode of a series’ on demand programming for three days after the live airing.”
The capability is currently being tested with NBC Universal, with a view to expanding to other major broadcast networks soon.
More information can be found here.
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