ABC Testing Multiscreen Ad Packages

As part of a general multiscreen trend in recent development meetings between media buyers and networks, ABC is testing ad packages that include live and on-demand airings of shows no matter where they play -- including iPad and iPhone apps and cable systems' VOD channels.

"ABC intends to remain 'flexible' and not go out with specific mandates about how such ad plans need to be built," the network's Geri Wang tells Brian Steinberg. Ratings used will be "standard 'commercial ratings,' or 'C3,' because they encompass DVR viewing up to three days after a show first airs, along with ad-served impressions for on-demand viewers," Steinberg writes.

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