Time Warner considers Google’s AdSense Model for VOD ad sales

Many cable operators are experimenting with a variety of advertising pricing models for VOD however one thing that they all agree on is that taking the traditional CPM path for long-form VOD is absolutely the wrong way to go. According to a story on Reuters, Time Warner Cable is considering a plan to create an ad-auctioning system for its VOD services. The program, which would mimic Google's AdSense system for Web sites, would let advertisers bid online to targeted ads at viewers with specific viewing habits. The move is another sign of how the TV industry is borrowing and improving upon some of the most lucrative practices of the Internet. Link: Reuters.com 04/10/06 - Time Warner Cable mulls TV ad auctions Past SMM Postings: 02/09/06 – VOD Viewership, 02/06/06 – Advertising Upfront for VOD, 12/22/05 – Will VOD Kill the DVR, 10/14/05 – VOD News

Curbing Clutter

NBC Universal is testing whether cutting the "clutter" improves the value of the ads that run. Over the five-night test, which started this past Monday, one program airing on the USA Network will feature one-sixty second commercial verse the industries typical, which run between two to four minutes. Two 30-second ads will air in the shorter break. Insurer Allstate and drugstore chain Walgreen are participating in the test. Link: WSJ 04/05/06 – Teasing out the Effects of Clutter

The 2006 Masters Tournament Coverage

Coming off of their highly successful coverage of the NCAA Tournament, CBS has assembled video-on-demand agreements with eight different cable, satellite and telecom operators and beginning 4/10 viewers can order up an on-demand tournament highlight reel. Additionally, at-work employees can wile away hours of productivity watching a live, online stream of the Masters as cbs.sportsline.com and masters.org broadcast play on holes 12, 13 and 14 -- coined “The Amen Corner” -- at Augusta National.

In previous years, masters.org has provided live coverage of holes 6 and 12, during the practice rounds only. This year there will be about 22 hours of online streaming during the actual tournament. Unlike the recent March Madness online streaming event, the Masters deal is clouded with nuances.

The Masters is a closely held property that renews its media partnerships year-by-year. CBS Sports and CBS Sportsline are producing the online coverage, but part of the deal was to allow the coverage to be shown on masters.org. Masters.org has a promotional deal with ESPN.com, which allows ESPN to link to the online stream. While the stream on Masters.org is free to consumers, it won’t be ad supported, which fits with The Masters tradition of having limited advertising in its TV broadcast (only four minutes an hour). IBM, Exxon Mobile and AT&T sponsor the Broadcast this year and CBS Sportsline’s streaming Masters coverage will be presented courtesy of computer retailer CDW. Link: Adage.com 04/05/06 – Masters Tournament Offers On-Demand Coverage

Cable Ratings - Winners and Losers for Q1

The ratings are in and first quarters double-digit ratings gains for viewers aged 18-to-49 were achieved by FX, HGTV, E!, VH1, TV Land, BET and USA Network. Other smaller cable networks making gains included Biography, WE: Women’s Entertainment, Style Channel and Speed Channel. On the flip side, Sci-Fi Channel, TNT, Lifetime, Spike TV, AMC and Comedy Central were all down double digits in that key demo. Link: AdAge 04/03/06 – First-Quarter Cable Winners and Losers