Comcast Teams with Nielsen to Push Ad-Supported VOD

NEW YORK: Comcast is working with Nielsen on new advertising technology to help networks generate additional revenue from content that is available on demand.

Nielsen's current C3 ratings model measures on-demand commercial viewing within three days of the show's live airing. However, this only works with the most-recent episode and does not apply to any past episodes on demand. This means that the network wouldn't get commercial ratings credit for the views of all prior episodes. "We see this limitation of rating measurement as an opportunity, and we’re looking to change the dynamic," said Matt Strauss, the senior VP and general manager of video services at Comcast Cable.

The new solution would provide an opportunity to better monetize that C3 window. Dubbed ODCR (On Demand Commercial Ratings), the technology would enable networks to insert up-to-date advertisements into prior episodes of a series that are now available on demand.

ODCR is currently being tested with NBCUniversal, but Comcast plans to work with other major broadcast networks soon.

"Early indications from our ODCR technical trial are very promising for the ecosystem," said Strauss. "We’re excited at the prospects of yet another On Demand opportunity that has the potential to benefit all programmers and advertisers across the industry. And over time, as even more On Demand advertising solutions emerge, we will be able to continue to bring our customers more of the best and most recent content available anywhere."