Comcast expands reminder service

Nets get option to push programs to viewers

TV tune-in campaigns are getting a tune-up.

Comcast is selling the option to networks buying commercials promoting upcoming programming to carry interactive overlays that allow subscribers through their remote controls to either command their DVRs to record the show being marketed or receive an on-screen reminder when it airs.

The application, known as Remind-Record, converts the traditional TV spot into an opportunity for viewers to act on the impulse the marketing message creates. While Remind-Record has been experimented with over the past few years on such distribs as EchoStar, Comcast is giving it broader exposure through a nine-market deployment that began in February and has since expanded.

“Up until now, you didn’t have scale on technology like this,” said Craig Woerz, co-founder of Media Storm, the media-planning agency that has teamed up with Comcast Spotlight, the MSO’s ad sales division, to offer Remind-Record to networks.

Media Storm has signed up cable channels from Food Network to truTV to employ the technology to drive tune-n to its shows. Data has shown that ad recall rates are six to 10 times greater for programs employing Remind-Record than spots without it. Click-through rates on the functionality are 4%-5% of all spots that run with the overlay, which may not sound like much but do better than online ads with similar marketing messages.

Eric Dobratz, marketing director at Speed Channel, found encouraging results when they used Remind-Record to drive tune-in to shows like “Car Warriors.” “Given that it’s a cluttered environment, it allow for immediacy to be able to just click that button,” he said, noting Speed would expand its usage to support the premiere of an upcoming program, “Adam Carolla’s The Car Show.”

While Comcast alerts viewers to either trigger a DVR recording or set a reminder, the latter functionality becomes especially important to advertisers looking to have their marketing messages drive sampling to program premieres.

“It’s almost as if the DVR has been empowered too much,” Woerz said. “We want to optimize the reminder piece so it’s disruptive as an opportunity to get people to watch at a given day or time.”

Remind-Record requires Comcast subscribers to use the MSO’s set-top box and DVR to make use of the application.

More TV

  • Rihanna France Concert Canceled

    Rihanna to Perform at Grammys With DJ Khaled and Bryson Tiller

    TV tune-in campaigns are getting a tune-up. Comcast is selling the option to networks buying commercials promoting upcoming programming to carry interactive overlays that allow subscribers through their remote controls to either command their DVRs to record the show being marketed or receive an on-screen reminder when it airs. The application, known as Remind-Record, converts […]

  • Lori Mccreary and Gary Lucchesi PGA

    How Harvey Weinstein Drove the PGA to Combat Sexual Harassment on Set

    TV tune-in campaigns are getting a tune-up. Comcast is selling the option to networks buying commercials promoting upcoming programming to carry interactive overlays that allow subscribers through their remote controls to either command their DVRs to record the show being marketed or receive an on-screen reminder when it airs. The application, known as Remind-Record, converts […]

  • Fox Orders Pilots From Lee Daniels,

    Fox Orders Pilots From Lee Daniels and Vali Chandrasekaran, Josh Safran, and Lil Rel Howery

    TV tune-in campaigns are getting a tune-up. Comcast is selling the option to networks buying commercials promoting upcoming programming to carry interactive overlays that allow subscribers through their remote controls to either command their DVRs to record the show being marketed or receive an on-screen reminder when it airs. The application, known as Remind-Record, converts […]

  • ABC Logo

    ABC Orders Tim Doyle Comedy Pilot

    TV tune-in campaigns are getting a tune-up. Comcast is selling the option to networks buying commercials promoting upcoming programming to carry interactive overlays that allow subscribers through their remote controls to either command their DVRs to record the show being marketed or receive an on-screen reminder when it airs. The application, known as Remind-Record, converts […]

  • TV Review: ‘Planet Earth: Blue Planet

    TV Review: ‘Planet Earth: Blue Planet II’ on BBC America

    TV tune-in campaigns are getting a tune-up. Comcast is selling the option to networks buying commercials promoting upcoming programming to carry interactive overlays that allow subscribers through their remote controls to either command their DVRs to record the show being marketed or receive an on-screen reminder when it airs. The application, known as Remind-Record, converts […]

  • Jeff Zucker

    Jeff Zucker Has 'No Interest' In ESPN Job

    TV tune-in campaigns are getting a tune-up. Comcast is selling the option to networks buying commercials promoting upcoming programming to carry interactive overlays that allow subscribers through their remote controls to either command their DVRs to record the show being marketed or receive an on-screen reminder when it airs. The application, known as Remind-Record, converts […]

  • Dorothy Malone dead

    Dorothy Malone, Oscar-Winning Actress in 'Written on the Wind' and 'Peyton Place' Star, Dies at 92

    TV tune-in campaigns are getting a tune-up. Comcast is selling the option to networks buying commercials promoting upcoming programming to carry interactive overlays that allow subscribers through their remote controls to either command their DVRs to record the show being marketed or receive an on-screen reminder when it airs. The application, known as Remind-Record, converts […]

More From Our Brands

Access exclusive content