Discovery Networks is the latest U.S. cable group to mix advertising into its VOD programming. Last weekend, it launched Discovery on Demand to Comcast Cable subscribers in the U.S. In addition to the 75 hours per month of on-demand content from Discovery’s stable of 14 networks that includes Discovery Channel, TLC, Travel, Discovery Kids and BBC America, viewers also have access to free content containing advertising.
Right now the ad options are billboards and 30-second spots, and a number of major advertisers are taking part in this new service: Allstate Insurance, Best Buy, Chase Manhattan Card Services, General Motors, Kohler, Marriott, Pfizer, and Remax. In turn, these advertisers are provided data on total viewers per day for each show.
Other U.S. cable networks that already offer ad-supported VOD content include CNN and A&E.
