Clients who advertise on Cox Communications Inc.’s FreeZone video-on-demand platform can now receive more detailed viewing information data such as how many families with two kids each in a particular ZIP code watched a commercial.
Cox said last week that it’s beginning to share more information about subscribers that watch video-on-demand content, including viewing broken down by ZIP code.
The MSO, which has been working with Cleveland-based Everstream Inc. on data collection, is also supplying reports that detail the number of unique households viewing content; the average duration content was viewed; number of views per ZIP code; number of views per psychographic profile; propensity to view based on psychographic profile; number of repeat views per household; share of active subscribers viewing content; and other information.
Advertisers have criticized some major operators for not releasing enough information on how subscribers watch VOD content. Comcast Corp. and Cablevision Systems Corp. currently provide monthly reports to advertisers that detail the number of VOD enabled set-tops; total views by set-top; unique set-top views and total minutes viewed for each program.
No cable operators currently provide advertisers with reports involving “trick modes,” which would detail whether subscribers fast-forward through programming or commercials.
Cox director of new business development David Porter said that the MSO wouldn’t be able to provide data on trick modes until content providers and advertisers add markers or triggers to VOD streams that could allow operators, programmers and advertisers to tell whether a viewer hit fast-forward during a commercial or an ad.
Cox last week signed a local ad deal for FreeZone with Tourism Australia and its ad agency, Dailey & Associates Advertising.
About 1.1 million digital subscribers on nine Cox systems have access to FreeZone content.