Experimenting with targeted advertising, Comcast and CBS said they will make the final two episodes of "Survivor" (the Finale and Reunion episodes) available free on-demand, to Comcast Digital Cable customers in Baltimore, Chicago, Detroit and Philadelphia.
The shows will be sponsored by General Motors. Comcast said this is the first time an advertiser has fully sponsored primetime broadcast on-demand programming.
The episodes will feature only three commercial messages: one before the show begins, one at the midpoint and one at the conclusion. Those commercials will be targeted spots directing viewers to the GM Showroom, which can be accessed through Comcast's ON DEMAND menu by selecting "Searchlight" and then choosing the "Automotive" category.
The "Survivor" episodes will be available starting May 15, the day after the CBS broadcast premiere, through August 31.
"As the VOD business model continues to evolve, we are committed to developing VOD as an ad-supported platform that offers unique marketing opportunities for our clients and free content for our subscribers," said Charlie Thurston, president of Comcast Spotlight.
CBS began working with Comcast earlier this year to offer episodes of "CSI: Crime Scene Investigation," "NCIS," "Survivor" and "The Amazing Race" on Comcast ON DEMAND for 99 cents per title. Comcast said this was the first time a broadcast network offered its primetime programming on a cable provider's VOD platform.