Disclosed are methods and apparatus for including an insert (e.g., an advertisement) in multimedia content. The method comprises receiving, by a receiving module, one or more indications, each indication being an indication that a consumer intends to consume, at some time in the future, the multimedia content. Using the indications, a value of a metric is then determined. The metric is dependent upon the number of received indications or one or more attributes of consumers whom the indications indicate intend to consume the multimedia content. An insert is then selected depending on the determined value for the metric. The selected insert is then included in the multimedia content.