realizing too when they serve up more targeted and addressable ads to viewers. As an example, Comcast has said customers are 38% less likely to tune away when an addressable ad is delivered. In general, targeted ads on TV garner a 7% click through rate, meaning consumers click on the ads using the remote 7% of the time, which is much higher than the typical 1% or less response rate with direct response ads, according to database company Acxiom. The big question is whether these results for …

click through rate