NBC Universal will be implementing picture-in-picture commercials on their television programming and that includes SmackDown Live.

USA Network tested this feature out last summer after the WWE draft and according to Broadcasting and Cable, the picture-in-picture commercial breaks raised the retention of viewers 13% with the overall rating of the episode by 2%. This will be the one of the first of many NBC Universal show concepts like this to keep the audience engaged during commercials.

NBCU Executive Vice President of Network Partnerships Josh Feldman made the following remarks regarding the change:

“We want to improve the viewing experience for fans with marketing and advertising, versus just having marketing advertising be part of the viewing experience,” Feldman said. “Picture-in-picture improves the viewing experience. That’s the mission of what we’re trying to do here.”

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