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NEW YORK Online video could provide compelling advertising opportunities, according to a new study examining Showtime’s Fat Actress streaming video promotion on Yahoo.
Interpublic Group media planning agency Initiative and ComScore Networks measured the multi-platform launch of Fat Actress, which Showtime aired via streaming video on Yahoo as well as on its pay cable channel. The Showtime airing of the program on March 7 received a .62 household rating, which translates into 942,000 viewers.
The Yahoo streaming video, which could be accessed when the viewer chose, reached another 151,000 viewers.
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