Zip Codes Grow Broadcast TV Revenue

[Commentary] For the foreseeable future broadcasters will not have the capability to insert addressable advertising at the set top box level. But this technical limitation should not keep the broadcast industry today from investigating interactive technologies that could increase the value of mass media content. By crafting "pass-through" agreements with cable operators, broadcast networks and local broadcasters could potentially enable viewers to interact with their TV content; in essence remote control "click" responses would be forwarded, using the return path of cable, back to the source of broadcast origination. Using this method viewers could click a commercial and that respondent's opted-in "click" data could be captured by the broadcaster. Advertisers, with the broadcaster's permission, could then be provided with TV click-through reports linked to their mass media schedules.