Comcast study shows effectiveness of addressable ads

02/18/2010 | Cable360 · Broadcasting & Cable

TV viewers who receive addressable advertising messages tune away 32% less often than those whose ads are nonaddressable, according to a second ad trial being conducted by Comcast Spotlight and Starcom MediaVest in the Baltimore area. The test, which involved anonymous data from set-top boxes from 60,000 households, also showed that it is 65% more effective for advertisers to send ads to only the demographic groups in which they are interested.

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Cable360 · Broadcasting & Cable

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