Comcast Testing Full Ad Loads for On-Demand Shows

(AP) LOS ANGELES–Pay TV customers who are used to watching fewer ads on on-demand shows may have to get used to longer commercial breaks.

Comcast Corp., the nation’s largest cable TV provider, says it is testing out a system with its NBCUniversal subsidiary to use full commercial loads on older episodes–while disabling fast-forwarding of ads–if consumers watch them within three days after a new episode airs.

Currently, if people binge-watch to catch up on shows like “The Blacklist” or “CSI,” they only see the full ad load on the most-recent episode. Older episodes have few if any ads.

Comcast says putting full ad loads on older shows will help generate more revenue for networks and encourage them to make more shows available for on-demand viewing.