Winner
Xfinity TV Watchathon Week – Comcast Cable
 
Launched in March 2013, Watchathon tapped into the cultural phenomenon of binge viewing and allowed Xfinity TV customers to mass consume their favorite series for free across Xfinity On Demand, Xfinity.com/TV and the Xfinity TV Player app. It was an undisputed success and reminded cable customers of the kind of value that authenticated content can create when paired with traditional linear TV. The effort delivered almost 4K hours of unrestricted access to TV series content across Xfinity On Demand platforms, including 3,500 episodes of award-winning, top-rated and recently premiered shows. Viewers loved it. And we already want more.
 
Honorable Mentions
 
Battle of the Fans: Basketball Final 2013 – Comcast – CN100 Chicago – This “best-of” compilation was expertlyframed against the background of the basketball state finalsin Peoria, IL, home of the original March Madness.
 
Bleacher Report’s Know Your Draft Pick – Turner Sports – Bleacher Report removes the mask and gives fans the chance toknow their team’s draft picks; what motivates them, what drivesthem, their lives off the field and the secrets to what set them apart.
 
Roger Corman’s Attack of the 50 Foot Cheerleader – EPIX – This modern-day take on Roger Corman genre pictures follows a college coed who uses an experimental drug to transform herself into a popular beauty. Watch out, “Sharknado”!

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Kelly Abcarian was named evp, measurement & impact at NBCUniversal’s Advertising and Partnerships division. Abcarian was previously gm of Nielsen’s Advanced Video Advertising Group.

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