How Much Does It Cost to Apologize for Porn?

Despite NBC banning sexually explicit ad content from the Super Bowl broadcast, Comcast customers in parts of Tuscon were exposed to about 30 seconds of a pornographic film which interrupted Comcast’s Super Bowl coverage on Sunday.

According to The Huffington Post, Comcast suspects the work of hackers.

The company is paying each of its affected customers a $10 refund.

Blog reader Philip Ravenscroft e-mailed us with this question: “How did they decide $10 was the correct amount?”

Furthermore, if $10 is Comcast’s estimation of the damage 30 seconds of porn incurred on the average viewer, should it have paid more to families watching the game with small children, or — since the porn clip interrupted the game right after Larry Fitzgerald‘s last touchdown in the game — Cardinals fans?

And most important, what about the people who enjoy porn? Should they send back the refund — perhaps with an extra dollar or two?


George

>> “How did they decide $10 was the correct amount?”

$1 per inch

Hello From DC

(Costs they may have incurred from out of court settlements with everyone who may have tried to sue them)/ (number of people who saw it) = $10 ??

deriuqer

How about apologizing for showing Bob Dylan advertising Pepsi. That had more marginal damage than 30 seconds of porn; the average viewer probably watched another 30 min of porn during that day, so the marginal damage was lower than from the Dylan commercial.

William

No, I don't think anybody benefited. If anybody preferred to be watching porn, rather than the super bowl, they would have been watching porn. So I think the lowest cost per customer to comcast is $0, rather than -$1

X

"Adult entertainment studio Pink Visual announced today that it is offering its Tucson, Arizona-area customers $10 off subscriptions to its flagship mobile and 'mega pass' adult sites to compensate Comcast customers who might have wanted to see the rest of the porn movie that interrupted Sunday's Superbowl broadcast. "

http://www.msnbc.msn.com/id/29017752/

karim kanji

at $10 per head, if everyone of COMCAST's customers who were affected seeked the refund they would pay $800,000.

KS

I want a refund for having to watch those awful GoDaddy commercials.

@#2 Hello From DC: Close, but I think their calculated Court Costs / # of Viewers would probably be significantly greater than $10.

X

What is the value of not watching porn? If it's less than the budget of the FCC, we're getting robbed...

matt

I don't think their concern was as much from potential legal settlements as much as a concern that something like this would lead toward a loss of customers to competing satellite or other providers. I don't know if $10 does much of anything other than highlight their responsibility for the problem. I would have taken a slightly different approach and gave customers an incentive to use more of the product, something that would drive increased loyalty....things like, Sign up for HBO and get your entire cable bill free for one month....or here's 3 free certificates to pay-per-view movies. These are rebates in a sense, and they could lead to more long-term loyalty and revenues. For the people who enjoyed the porn, they would certainly enjoy the free pay-per-view for some 'late night' movies :)

James

Convenient that is happened in the heart of Cards territory exactly at the moment that it did.

Hello From DC

@#7 KS

ehh, it was a shot in the dark. never actually considered the numbers realistically =)

Melanie

@#7 James: Actually, we call Tucson the spleen.

Rocky

@ #8 X:
Exactly!

The FCC budget is ~300 million.
The US population is ~300 million.

I don't know about you, but if porn was transmitted over the air I would lose more than $1 worth of productivity annually, but my enjoyment may increase.

Celeste

Wait, are all of you suggesting that throwing money at the problem might not be the right solution?

Mike

Read the reader comments as well.

Michael

I could see worse things happenning. Like watching porn and suddenly having it replaced by a speech from [insert politician's name here] at a crucial moment.

Kinglink

What about me? I had to watch bruce springsteen's crotch slam right into my tv. That's at least worth $5.50.

Dylan Myles

Well, I enjoyed the porn. But I will also enjoy the $10 they are sending me. So, win-win. You're keeping this customer, Comcast. :)

econobiker

"Comcast suspects the work of hackers. "

They've been watching "Used Cars" too many times...

Garvit Sah

The move seems nothing more than a PR exercise. The impact of clip, especially on children who might have watched it, would be hard to monetize. So the best the channel could do was to offer some amount of money as token fine for the error. It will definitely generate publicity and also show the customers that network cares for them in some way.