Now that's a lot of spots.
ARRIS Corp. says its cable ad-insertion platform now accounts for 6 million ads a day within linear, on-demand and zoned avails populated by North American cable companies.
The data point makes for some interesting (and admittedly simple) math, suggesting that Arris installations are handling an annual run rate of around 2.1 billion inserted commercials. The combination of multiple ad-insertion geographies, or zones, coupled with the large number of TV channels on which cable companies sell local advertising, elevates the number dramatically. Our latest survey of cable advertising operations in the 10 largest U.S. TV markets found an average of 53 ad-inserted channels available.
Even so, ARRIS is looking beyond the prevailing zoned approach to ad insertion, which typically isolates playback within a ZIP code or other local geography. At The Cable Show 2012 this week in Boston, ARRIS is showing off new gear designed to support the movement toward more granular targeting of advertising with particular demographic and geographic slices. ARRIS, along with other vendors, also aims to support delivery of local advertisements to a variety of non-traditional viewing screens connected via IP. As we've pointed out, there's an interesting division emerging among cable companies over how -- or whether -- local commercials will show up in new iPad live-video applications.
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