Comcast, Nielsen Team to Monetize VOD

Comcast (NASDAQ:CMCSA) and Nielsen Ratings are collaborating on a new way to monetize VOD and other time-shifted video. The two companies are trialing a new advertising product called ODCR, or On Demand Commercial Ratings.By combining Comcast technology and Nielsen measurement capabilities, ODCR is intended to enable Comcast to insert the full C3 ad load not only into the most recent on-demand TV episode, but into every prior episode of a series' on-demand programming for three days after the live airing. The company is testing the capability with NBC Universal and plans to begin working with other major broadcast networks soon.Currently, Nielsen's C3 ratings model (which measures on-demand commercial viewing within three days of a show's live airing) only works with the most recent episode; it doesn't apply to any of the TV series' previous episodes viewed on demand. So the network doesn't get commercial ratings credit for the views of all the prior episodes.