Comcast Gauges On-Demand Ad Clout

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. The study would examine the impact that on-demand ads have on recall, intent to purchase and related metrics, he said.

The data culled from the new study would then be linked to the volumes of “impressions data” that the cable company gathers from its on-demand viewers via Rentrak, the VOD ratings tracker.

“There’s a tremendous lack of effectiveness research to complement the Rentrak data,” said Ward. He said the hope is that the new study will also provide greater insights into differences in how viewers interact with linear and VOD ads and use different types of VOD.