Comcast Gauges On-Demand Ad Clout

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NEW YORK Comcast has hired TV research firm Frank Magid & Associates to oversee a study of the effectiveness of on-demand advertising that will be based on a survey of 4,000 Comcast digital TV subscribers.

Comcast, the nation’s largest cable operator, is also looking for a handful of advertisers and ad agencies to participate in the study, said Andrew Ward, vp, strategic alliances, Comcast Spotlight, the company’s advertising arm.

“We want to use the real-life environment of our subscribers to better understand effectiveness” in the on-demand arena, Ward told a group of industry executives gathered at an Advertising Research Foundation conference in New York on Tuesday.



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