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Comcast Delivers More Than 2.7 Billion Interactive TV Ad Impressions
Ad sales Division has executed more than 1,000 ITV campaigns to date
By Todd Spangler, Multichannel News -- Broadcasting & Cable, 9/26/2011
Comcast Spotlight, the cable operator's ad division, has executed more than 1,000 interactive ad campaigns -- with more than 2.7 billion impressions to date total -- on behalf of clients including Nike and NBC.
The ITV ad units are available to approximately 15 million households in 50 markets, according to Comcast Spotlight. The company is not disclosing the response rate but "we've been very pleased so far and think interaction rates will continue to grow as people become more familiar with the technology," spokesman Chris Ellis said.
Comcast Spotlight sells three interactive TV products: request for information, to let viewers order info, coupons or product samples; remind-record, to prompt viewers to set a DVR recording for an upcoming show; and VOD telescoping, which links viewers from an ad to an on-demand program or lets them "bookmark" it for later viewing.