• by David Goetzl  @dgoetzl, June 9, 2009

A Comcast entity has begun offering commercial ratings for VOD programming, a move networks hope will allow them to bring in more dollars for ads watched via the on-demand platform.

In line with the currency used in the national TV marketplace, the ratings will be reported as a C3 metric. Apparently, they will be derived by tabulating viewership of ads in a show's live broadcast on a network -- then combining that figure with viewing of the ads over the next three days as they are slotted in a show's VOD offering.

The ratings are available for programming distributed by cable operators via a VOD platform operated by a Comcast technology arm. Comcast uses the technology to distribute on-demand content to its customers, as do other MSOs.

In total, the platform can deliver VOD programming to more than 30 million homes. However, programs will not necessarily be available on VOD in all 30 million homes, as different MSOs have varying agreements with networks and differing individual policies.

The Comcast Media Center said three cable networks are planning on receiving the C3 VOD ratings, including AMC.